Digital department store Freemans has launched its first online-only Christmas advert to help customers track down outfits used in the Christmas commercial as the retailer says its key AW25 season has begun strongly with fashion sales up in double digits.
Singer/model Sophie Ellis-Bextor again stars as the ‘Face of Freemans’ with the 30-second ad running across major digital channels including YouTube, Instagram, leading shopping sites and Freemans own website.
The choice to launch the mini film online comes after “tens of thousands of fans” streamed last year’s ad digitally, “stopping at several points throughout the commercial to view outfits, then immediately order them” on its website.
Ann Steer, CEO from Freemans.com, said: “Every outfit featured in the 2024 Freemans festive ad was a sell-out. This year we’ve made our Christmas commercial sleeker and simpler, with a few seconds more between each outfit for fashion fans to view the yuletide looks and put in their order.”
The 2025 Xmas ad sees Ellis-Bextor return to snow-dusted Sleigh Street with her signature retro red Freemans delivery van piled with Christmas gifts. She plays a glamourous Santa role, hand-delivering this year’s “must-have” gifts to the road’s residents.
The feelgood festive campaign also sees her swap outfits for each house she delivers to – “with a crucial few seconds for viewers to pause the online ad and track down each seasonal style on the Freemans.com website”.
Her highlighted looks include a matching berry-red coat, skirt and pussybow blouse combination, a bestselling set of tartan pyjamas, a black sequin minidress, plus a plum faux-leather skirt and matching glitter detail cardigan.
The ad’s tagline ‘Find it at Freemans’ “emphasises the ease of ordering from the online department store, reassuring customers they’ll find all they need, including Sophie’s latest looks”.
The soundtrack to the 30-second ad is Ellis-Bextor’s signature ‘Freedom of the Night’ track, which peaked at No2 in the UK singles chart after being featured in Freemans’ 2024 Christmas commercial.
Key audiences include stylish women over 40 aiming to both look their best throughout the festive season, plus busy households who prefer the convenience of buying gifts online for friends and family.
Fresh figures from Freemans show the retailer has already begun the key AW25 season strongly, with net sales up 14%. Fashion sales alone have risen by 13% before the party season has even begun, while home & living is also up 14%.
