CHRISTMAS adverts signal that the festive season is truly here – but one supermarket has axed its ad in a move it's called a "no-brainer".
It comes after several big brands, including John Lewis, have already launched their Christmas adverts for 2023.
But Iceland isn't joining in the festive fun this year, and has decided not to make an advert in order to "invest in keeping prices low for customers"
Richard Walker, executive chairman of Iceland Foods, said: "As a business we were faced with a decision.
"Do we spend millions creating and sharing a TV advert or do we invest the money supporting our customers during the cost-of-living crisis?
"This was a no brainer for us. I am grateful that as a family-run company, we can make the decisions we believe are right for our business and our customers."
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Shoppers rushed to support the supermarket's decision, and took to social media to share their thoughts.
Writing on X, formerly known as Twitter, one Iceland customer said: "Brilliant idea. Definitely seeing the impact of prices getting lower at our store."
Another said: "I wish more companies took this approach."
While a third added: "Love it. Spend the money on helping those who need it."
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But not all shoppers agree that scrapping the Christmas ad is a good idea.
One Twitter user said: "A noble idea, but we do like a Christmas ad and they cheer us up."
Christmas advertising campaigns can be pretty costly for retailers.
The cost of making the adverts include the concept, filming, actors, staff, locations and any editing.
Plus, many of this year's ads have star-studded casts, with the likes of Hannah Waddingham, Sophie Ellis Bextor, Ryan Reynolds and Graham Norton all making an apperance.
John Lewis is thought to have spent up to £6million on its adverts in previous years, although it has never disclosed the exact amout.
Last year, Iceland's Christmas ad featured Slade's Noddy Holder and was voiced by Brian Blessed.
The frontman begun the ad by belting out his famous "it's Christmas" line from Slade's hit Merry Xmas Everybody.
Previous campaigns ran by the chain have included popular characters from Disney's Frozen and an orangutan.
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Meanwhile, Iceland has revealed its Christmas 2023 range and it includes a pigs in blanket toastie and festive tree lollies.
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