Why big shops are trying to sell you a glamorous Christmas
- Written by Lorna Stevens, Senior Lecturer (Associate Professor) in Strategic Marketing, University of Bath
In the dark months of winter, the warm glow of Christmas fairy lights and flickering candles brings some welcome atmospheric respite. And that atmosphere is something many retailers try to capture as they tempt shoppers with their festive marketing campaigns.
The John Lewis Christmas advert for example, has become a seasonal staple, while rival...
