Sleighing stereotypes: unwrapping outdated gender roles in Xmas ads

Nowadays, the release of Christmas ads is akin to the release of blockbuster movie trailers; their long-awaited arrival sparks debate on social platforms and ever-increasing analysis across all media. 

Amid the scrutiny, any sign of something controversial makes headlines. All in all, it is an exciting marker for the festive season being well underway. 

Which festive traditions could – or should – brands be pushing to change?

So, why does the issue of Yuletide advertising stereotypes – particularly with regard to women –  remain largely unaddressed? 

Of course, there’s something to be said for not abandoning tradition, particularly during a period when life-long seasonal favourites can create invaluable brand recognition and build an emotional connection. But which festive traditions could – or should – brands be pushing to change?

British retailer Marks and Spencer’s 2023 offering is a prime example of how, even when a brand sets out to highlight women's role at Christmas in a positive light, they unknowingly fall into the trap of reaffirming outdated gender roles.

It is women who bear the burdens of the holiday’s most tedious tasks, and are expected to generally take on a disproportionate share of the domestic work. 

Let's set the scene; actor Hannah Waddingham opens as the semi-reluctant family member to complete a cotton ball snowman. The ad goes on to show singer Sophie Ellis-Bextor blow torching an elaborate gingerbread house, before taking to burning her pile of unfinished Christmas cards. 

The ad’s premise is to ditch unwanted traditions, showing (mostly women) that they should be unafraid to push aside the tedious tasks that plague us (again, mostly women) year on year. 

However, setting aside the starring male role of Queer Eye’s Tan France (who decides to give up playing board games), it’s evident throughout the ad that it is women who bear the burdens of the holiday’s most tedious tasks, and are expected to generally take on a disproportionate share of the domestic work. 

Other ads from major supermarket chains, including (but not limited to) Lidl and Sainsbury’s, continue to allow this tired trope to subtly permeate their Christmas campaigns. Despite the focus being on an adorable child, an animated animal, or the big man in red himself, the background character of mum doing the shopping is ever-present. 

[Sports Direct's Dream Big] is the type of ad that, I believe, is truly geared towards women – it shines a spotlight on a future where they can truly be whatever they want to be.

Notably, however, advertising that is heavily targeted towards women also celebrates this role that they play during Christmas. If these ads are to be believed, this role is actually prominent, valuable and loved. Women aren’t just portrayed as the mum – they are the worker; the party-goer (or thrower); the delivery driver. 

A dedication to diversity in recent years is evident, however, I think there is still work to be done, especially when it comes to challenging traditions that aren’t necessary in order to enjoy a nostalgic Christmas.