Supermarkets on social media. Who is winning Christmas twenty twenty five

Christmas advertising has become a national sport. Once a duel fought on television, it is now a full scale digital contest where supermarkets battle for attention through creators, festive stunts and emotional storytelling. And while Waitrose may have captured hearts with a cinematic romance that set the internet glowing, the data crowns a very different winner. Tesco has taken the throne this year, sweeping engagement, creator partnerships and earned media value with a strategy built for modern Christmas culture.