Brits are renowned animal lovers, and at Christmas, that love is outpacing religious fervour, as advent calendars for cats and dogs outnumber religion-themed equivalents 2.5 times to one. Are kittens really cuter – and more appropriate for the holidays – than Jesus?

No longer filled with an orange and some candy, Christmas stockings have become an appetiser to the main unwrapping event, boasting premium items like designer socks, gift cards and collectibles. With greater importance now placed on these smaller gifts, how can brands maximise their impact?

What does Christmas mean to Gen Y? Is it all about the parties, the drinking and throwing out unwanted gifts when no one‘s looking? Or does it mean a little more? Canvas8 sat down with British men and women between the ages of 18 and 35 to find out how they’re spending Christmas in 2015.

After a year marked by divisive rhetoric and seemingly incessant bad news, it’s unsurprising that 2016’s Xmas ads move away from the idea of magical jollity. Canvas8 spoke to Rob Thomas, founder of Practical Semiotics, to understand why the idyllic holiday montage is a thing of the past.