Last week, M&S revealed it had axed its popular ’12 Days of Sparks’, only two years after it first launched the festive advent calendar.

Last year M&S celebrated the opening of 6 million doors on its festive digital advent calendar, in just five days of the Sparks initiative being introduced.

The initiative, which allowed shoppers 12 opportunities to access discounts or free goods through the retailer’s Sparks app, initially got off to a rocky start in its debut year, with shoppers in 2022 blasting M&S for ‘underwhelming’ gifts and technical issues with the app.

However, the high-street retailer bounced back in 2023 to revive the initiative with M&S Food marketing and loyalty director Sharry Cramond promising to be “bigger and better”. The result was a success, with over  6 million doors opened in the first five days, and customers vying for the chance of winning a £10K gift card.

However, the retailer was not the only supermarket with an advent calendar promising customers both gifts and promotions in the run-up to the big day.

With M&S confirming the end of its festive advent calendar, we take a look at some of the Christmas gift promotions grocery retailers and brands are rolling out in 2024 to entice shoppers into stores.

Morrisons has launched a ’12 Days of Christmas’ promotion for shoppers who are members of its Morrisons More loyalty scheme.

The initiative, which is only available through invitation and to shoppers the supermarket has contacted, will run for 12 days between 1 December and 12 December.

The scheme sees customers offered a range of gifts, including discounts on products, More Points on their next shop or free goods.

As with many advent calendars, participants only have 24 hours each day to open the dedicated window each day on Morrisons’ apps, with prizes expiring at different dates.

Alongside this initiative, Morrisons has also brought back its five week  ‘Christmas collector’ campaign for 2024, allowing selected customers to enter a spending challenge to receive festive promotions and rewards through mid-November to 15 December.

Tesco has launched a new ‘Christmas Countdown’ spending challenge, allowing Clubcard users the chance to win personalised rewards.

Spanning across six challenges: Christmas cards, advent calendars, F&F clothing, party food, gift sets and Tesco Finest centrepieces, shoppers are required to spend a minimum amount by a certain time-frame.

Running from 11 November to 22 December, successful customers will receive a final reward of a coupon, valid until 5 January, with the amount determined by their challenges.

It is understood the supermarket giant has not currently brought back its festive ‘Win Your Christmas Shop’ initiative, which gave shoppers the chance to be gifted their weekly shop for free.

Aldi has rolled out its ‘Big Advent Giveaway’, giving shoppers the chance to be gifted their shopping for free.

The initiative will run until 24 December and will allow one customer per day to receive their shop of up to £100 free of charge.

Lidl has launched its digital advent calendar game, offering Lidl Plus members festive rewards.

Running until 24 December, each day a gift box will appear in its app which shoppers can tap to reveal a discount coupon.

The gift box, which will disappear after the day has passed, contains gifts for customers spending a minimum amount in-store, such as free chocolate and discounts on products.

Mondelēz-owned confectionery brand Cadbury is bringing back its popular ‘Secret Santa Postal Service’, allowing people to gift free chocolates to their friends and families.

With promotional posters dotted around the UK, Cadbury is letting shoppers know they can access the service at bus stops, train stations and local high streets.

Coca-Cola has brought back its iconic red Santa trucks, which will be touring the UK, alongside an array of promotional activities and festive gifts.

Between 7 November and 2 January, shoppers can enter a free prize draw via the Coca-Cola app by scanning QR codes on festive-themed cans and bottles of Coca-Cola Original Taste and Coca-Cola Zero Sugar.

Users will find out instantly if they’ve won one of thousands of £50 shopping vouchers.