Emotional Connection at Christmas: Lessons from the John Lewis 2025 Advert for Retailers

The arrival of the John Lewis Christmas advert has become something of a national ritual—a marker that the festive season has truly begun. Each year, it prompts conversations about family, nostalgia, and the quiet magic of giving with intent. This year’s campaign, “Where Love Lives,” captures a universal truth for retailers: gifts can speak when words fall short. In a world that craves authenticity, emotional connection isn’t just heartwarming, it’s a retail strategy that sells.​

Storytelling that Moves People

Departing from the fantasy-led tone of previous years, “Where Love Lives” tells a tender story of a father and son rebuilding their bond through a simple but powerful gesture: a vinyl record of a beloved 90s dance track. The message is beautifully clear, when you can’t find the words, find the gift. It’s a timely reminder that storytelling remains one of retail’s greatest tools. Campaigns that draw from real human moments, reconciliation, joy, and shared memories resonate far more deeply than product pushes. For retailers, that means leaning into content that mirrors customers’ lives and emotions, from heartfelt social media stories to window displays that reflect familiar experiences.​

Nostalgia, Music, and the Power of the Senses

Choosing Alison Limerick’s “Where Love Lives” isn’t just a nostalgic flourish, it’s a strategic masterstroke. Music evokes memory, and nostalgia sells. Studies show that emotionally charged memories can heighten purchasing intent, particularly around seasonal gifting. Independent retailers can take note. Curate experiences that tap into shared memories, think store playlists echoing festive classics, interactive displays celebrating local traditions, or social media campaigns inviting shoppers to share their own 90s anthems and Christmas memories. Sensory cues such as scent, lighting, and sound can transform a store visit into something personal and memorable.​

Meaningful Gifting in Stressful Times

The line “If you can’t find the words, find the gift” feels especially relevant this year. With many shoppers seeking meaning over material value, retailers who tap into that emotional need are more likely to earn genuine trust and loyalty.

Ways to make gifting easier for customers:

• Curate gift guides based on relationships and life moments rather than product categories.

• Encourage customers to share their gifting stories or traditions online.

• Offer thoughtful editorial content or in-store advice to ease decision fatigue.

By helping customers navigate the emotions that come with gift-giving, retailers can create experiences that feel more meaningful and last well beyond the festive rush.

What Retailers Can Learn

John Lewis’ 2025 advert is a thoughtful reminder of what really builds customer loyalty, connection, memory, and authenticity.

For retailers, the takeaway is simple: people remember how you make them feel. Let your campaigns and store experiences reflect real moments and emotions, not just products. When you create spaces that feel genuine and relatable, you build relationships that last well beyond the festive season.

Ready to Put These Ideas into Action?

Join us at two of retail’s flagship events in 2026:

• Top Drawer SS26 11–13 January 2026 at Olympia London: Discover fresh ideas and connect with visionary retailers who are reinventing the customer experience. From inspiring displays to expert talks, Top Drawer is where creativity meets commercial opportunity.

• January Furniture Show 18–21 January 2026 at NEC Birmingham:  Be part of the conversation on how authenticity and connection are shaping the future of the home and furniture industry. Explore trend-setting products and hear from leaders redefining retail for the modern era.

Bring your story, your brand, and your vision. Register now and join a community committed to making meaningful retail happen.