The campaign named “daydreaming” is being launched from October 1 as research from the retailer reveals more than 60% of people think about Christmas in October, with many wanting to spread the cost.

New consumer research from Very also showed that half of parents plan to spend more on toys this year than in 2023.

Around 65% of Very’s customers said they buy gifts for children first, with the group’s sales for toys rising 67% on average in October compared to September.

The new campaign gives audiences a preview of Very’s range of toys, while helping families secure gifts before the festive rush in December.

The advert also references flexible payment options through Very Pay, which the retailer says allows families to “spread the cost of Christmas”.

The campaign has been developed in partnership with The Gate, and is the latest in Very’s “let’s make it sparkle” brand platform. It will run in the UK and Ireland across TV, video on-demand, radio, digital and social media.

Very Group chief customer officer Jessica Myers said: “We are thrilled to launch our ‘Daydreaming’ campaign, centred around our ‘Let’s Make It Sparkle’ proposition. 

“We know how important Christmas is to our families and our latest toys campaign showcases an array of the most anticipated and popular toys and brands for 2024, curated by our category specialists. Plus, to bring the campaign to life even further, we will be making our first foray into merchandising our brand characters with the launch of two plushies, including the star of this campaign, Coral the flaminglet.

“Here at Very, we’re passionate about making Christmas the most magical time possible for customers, and our insights show our families plan early, so we want to help celebrate and enable that sense of joy ahead of the festive period.”

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