Iceland's managing director, Richard Walker, explained that the decision was made to forgo creating and sharing a traditional TV Christmas ad in favor of directing those funds toward assisting their customers during these challenging times. He described the choice as a "no-brainer."

This decision by Iceland contrasts with the overall trend in the advertising industry, where advertisers are expected to spend a record £9.5 billion on festive season campaigns. Many supermarkets have chosen to feature famous faces in their Christmas adverts this year to promote their holiday offerings.

Iceland's decision reflects a growing awareness among businesses of the financial pressures faced by consumers and the need for more meaningful support during economic difficulties. Last year, some retailers had already toned down their Christmas advertising campaigns in response to concerns that traditional holiday ads were not resonating with households struggling with rising prices.