Sony offers VAT-back for Christmas

Watch the latest Sony ad here.

Sony is appealing to cash-strapped consumers in the run-up to Christmas, with a price promotion offering the “VAT back” on all its products.

The brand is hoping to entice those looking to upgrade TVs and other big-ticket items as analysts predict pressure on consumer spending and a drop in confidence following recent government spending cuts and the forthcoming VAT increase from 17.5% to 20% in January.

Sony’s own research reveals that the VAT rise is a major concern for consumers this Christmas.

Chancellor George Osborne last week announced £81bn in spending cuts and public sector job losses of 490,000 to reduce the deficit.

Matt Coombe, general manager of brand and consumer marketing at Sony UK, says: “We feel it’s a nicer way to provide offers at this time of year, based on the financial crisis that’s happening and the potential crisis come January.”

The offer applies to any Sony product purchased between now and 24 December. Customers will be able to claim back the VAT direct from Sony post-purchase. It follows Sony’s trade-in offers that have run throughout the year.

Maureen Hinton, a retail analyst at Verdict Research, predicts a number of retailers and brands will offer “VAT-off” deals in January.

Launching on Thursday (28 October), the TV ad stars Sir Derek Jacobi as Scrooge, from the Charles Dickens book A Christmas Carol. His character changes from being grumpy to generous once he learns of Sony’s VAT-back promotion.

Agencies Crayon, True Worldwide and Dare worked on the campaign, which runs in print, in store and online, including a website,

A two-minute version of the Sony VAT-back ad will air on Saturday during The X Factor, with further 20-second slots rolling out in November.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here