Every November, the UK officially enters one of its most iconic cultural moments of the year: Christmas advert season. From John Lewis tear-jerkers to supermarket showstoppers, brands compete to capture our hearts with stories of kindness, nostalgia, togetherness – and often, a few familiar phrases we all recognise.
But here’s the clever twist: many of the festive expressions you’ll hear on repeat actually have surprising, quirky, or centuries-old origins. So in true Gamesium fashion, let’s unwrap the history behind the lines popping up in this year’s Christmas campaigns – and discover why they’ve become part of our seasonal storytelling.
“It’s the thought that counts”
A phrase used in almost every heartfelt advert ever!
This classic Christmas saying is so deeply woven into the season that it practically jingles. Whether it’s a child giving a hand-drawn card, a neighbour delivering homemade biscuits, or a dad trying (and failing) to wrap a present… advertisers love this line because it captures the emotion behind gift-giving.
But where did it come from?
The phrase appears to trace back to the early 19th century, rooted in the proverb:
“The gift is small, but love is all.”
The sentiment evolved as Victorian society leaned heavily into the meaning of “good intentions” – with etiquette books and moral guides often stating things like:
“The kindness in the giving outweighs the value of the gift.”
By the early 1900s, “It’s the thought that counts” had become a common expression, used to soften the blow of an underwhelming or eccentric present. Advertisers later adopted it because it immediately signals warmth, humanity, and emotional authenticity – the hallmarks of great Christmas storytelling.
It reminds us that the festive season isn’t about luxury; it’s about connection. (Though for the record, luxury chocolate ads still use the phrase too – just with a wink!)
“All wrapped up”
A cosy phrase that goes back further than Christmas gift-wrap
Brands love this expression because it works on multiple levels: you’ll hear it while someone bundles up in a scarf, while a present is being tied with ribbon, or even while a voiceover tells us the Christmas shop is “all wrapped up.”
But the phrase has older, non-festive roots.
“All wrapped up” first appears in the English language in the 1600s, meaning “completely enclosed” or “fully surrounded.” It later gained a figurative meaning in politics and business – if a deal was “wrapped up,” it was finished, sealed, and sorted.
It wasn’t until the early 20th century, when decorative wrapping paper became widely available, that the phrase took on a festive twist. The Hall brothers (founders of Hallmark) helped popularise patterned wrapping paper around 1917, and advertisers quickly began linking “wrapping” with emotional or romantic storylines.
By the 1950s, “All wrapped up for Christmas” was popping up in catalogue ads, radio jingles, and shop window displays – often used to encourage early festive shopping.
Today, the phrase carries layers of meaning: organised, cosy, prepared, hugged, gift-ready – all of which make it the perfect shorthand for Christmas advert tenderness.
“Spreading cheer”
A line with surprisingly medical origins!
“Spreading cheer” is a favourite among supermarket ads, charity campaigns, and anything featuring snow, jingling bells, or smiling strangers. But the phrase’s history is unexpectedly linked to early scientific language.
The word “cheer” originally comes from the Old French “chere”, meaning “face” or “expression.” To “have good cheer” meant to show pleasantness or warmth in your expression – it wasn’t anything to do with celebrations or eggnog just yet.
By the 1500s, “cheer” expanded to mean good spirits or happiness, and people started speaking of “making merry.” When infectious-disease metaphors became popular in 17th-century writing (yes, they really did), authors began using phrases like:
“Good cheer spreads like warmth from a fire.”
This poetic imagery evolved into “spreading cheer,” meaning sharing joy, uplifting others, or passing on festive positivity – like an emotional chain reaction.
Advertisers adore it because it does exactly what a Christmas advert needs to do: make us feel something, and make us want to pass that feeling on.
Why Christmas Adverts Love These Phrases
Brands repeat these timeless expressions every November because they instantly spark three things:
1. Familiarity
We’ve grown up hearing these lines at school plays, office parties, Christmas dinners and in adverts year after year. Hearing them again instantly triggers nostalgia.
2. Warmth & emotional connection
These phrases create comfort — they make us feel safe, sentimental, and connected to shared traditions.
3. Storytelling shorthand
Advertisers have just 60 seconds to create a narrative.
Using a familiar phrase instantly sets the tone.
“It’s the thought that counts” tells a whole story in five words.
And that’s where Gamesium comes in…
Phrases Are Powerful – and That’s Why Gamesium Exists
At Gamesium, we’ve always believed that words, idioms, one-liners and cultural expressions aren’t just language – they’re history, humour, community, and culture.
That’s why our games celebrate the evolution of phrases and the joy they bring, especially at this time of year.
🎄 Phrasium – The Origin of Phrases Game
Perfect for players who love discovering where sayings come from – just like the festive phrases in this blog.
🎬 One Liners
Packed with iconic quotes from movies, music, literature and slogans – including plenty that pop up in Christmas adverts too.
🎨 Charadium
A fast, creative, festive-friendly game all about drawing, guessing and laughing – ideal for cosy family evenings.
With Christmas adverts beginning to launch through early November, there’s no better moment to celebrate the words that define the season – both on screen and around the table.
Ready to bring more meaning, laughter and clever wordplay to your festive season?
Explore the Gamesium collection and make your next games night a clever one.