There is usually a lot to think about in the run-up to Christmas, and although it can be enjoyable, many people find shopping for gifts to be quite stressful. It usually all goes by in a blur, and by the time you stop to consider how you’re getting on, it’s time to wrap your presents and distribute them. But do you ever get a moment to think about the role of product photography and advertising in all this?

If you think about it, December exposes us to a huge amount of product photography, so much that we can’t even consciously process it all. We see Christmas advertising everywhere, which is only to be expected since there’s a huge amount of pressure on retailers to make the most out of the busiest shopping month of the year (in 2015, the festive season provided UK retailers with nearly £25 billion in revenue).

There’s a lot of carefully strategy behind all the marketing you see around this time of year. This is always true, but it’s during November and December that you will notice businesses from all corners of the retail world adopting similar selling tactics. Whether you’re advertising food, drinks, gadgets, gifts, home appliances, cars or practically anything else, Christmas-themed imagery is a go-to choice.

So why is everyone so keen to play on the festive theme? Well, in most cases, businesses are using these tactics to try and stir up emotion. The best pictures can do that, and they have that in common with the best advertisers. That’s why you won’t struggle to spot examples of product photographers staging their items alongside baubles, Christmas trees, fairy lights and even mince pies, even when the link to the holiday is perhaps a little tenuous.

When this is done right, the idea is to evoke all those classic festive feelings – comfort, family, indulging yourself, and of course, having fun while buying and giving gifts. At times this can seem a little overwhelming if you find you’ve left your shopping until the last minute!

Having said all that, it’s still a time to enjoy yourself. We hope you have a relaxing and enjoyable time this December, and we look forward to picking up where we left off in the New Year.