Myer Launches 2026 Christmas Campaign Say More
The retailer has debuted its latest festive marketing drive while expanding its in-store gifting experience across Australia.
Updated on Oct. 20, 2026 in Advertising
Live Poll
Do you prioritize personal thoughtfulness over the monetary value of gifts when shopping for the holidays?
Myer has officially launched its 2026 Christmas advertising campaign, titled Say More with Myer. The initiative aims to shift the focus of seasonal gifting from the physical items themselves to the thoughtfulness behind each present.
Why it matters
The campaign seeks to reposition the retailer's holiday strategy by emphasizing personal connection and intent over pure commercial transaction. It represents a strategic pivot in how the brand engages with festive shoppers during the busy end-of-year period.
The campaign features television and digital video assets in 30 and 15 second formats. Myer has also expanded its dedicated Giftorium experience to three flagship stores across the country.
The players
Myer
Myer is one of Australia's largest department store chains that operates numerous locations across the country.
Howatson and Company
Howatson and Company is an Australian creative agency that collaborated on the development of this holiday marketing initiative.
The details
Developed by Myer's in-house creative director alongside Howatson and Company, the creative content is airing across television, YouTube, social media, radio, outdoor, and digital channels. In addition to the broad media rollout, the retailer is providing personalised gifting services to support the new brand focus.
Timeline
20 October 2026: The Myer 2026 Christmas campaign launched.
Market Landscape
Myer's strategy follows a documented industry trend where major retailers move away from product-focused ads to emphasize emotional resonance with consumers. This positioning aims to differentiate the department store within a competitive holiday retail environment.
Shoppers can expect to encounter the new creative campaign across multiple media platforms throughout the holiday season. Customers visiting flagship stores in Melbourne, Sydney, and Perth will also gain access to expanded in-store Giftorium services.
The takeaway
Retailers continue to refine their holiday outreach by prioritising sentimental value to capture customer loyalty. Consumers can leverage these new personalised gifting services to simplify their seasonal shopping requirements.
Further reading
For more on shifts in seasonal marketing, visit the Australia Advertising section.
Live Poll
Do you prioritize personal thoughtfulness over the monetary value of gifts when shopping for the holidays?
