Amazon.ie Celebrates First Holiday Season in Ireland, Launching Short Film That Spotlights Holiday Firsts and the Importance of Connection

As Amazon.ie marks its very first holiday season in Ireland, the retailer is celebrating the magic of firsts this Christmas with a short film titled Christmas Connections delivered by Amazon.ie developed in partnership with Friends of the Elderly. New research commissioned by Amazon.ie provides a festive state of the nation, highlighting how the holiday season can equally create both feelings of connection and loneliness to loved ones.   

Alison Dunn, Country Manager at Amazon Ireland, comments: “As we approach our first Christmas, we’re reflecting on a year of building meaningful relationships with our customers and communities across Ireland, and this campaign brings that to life. It reminds us that even the smallest act of thoughtfulness, whether it’s a message, a visit, or a gift can make a real difference to someone who might otherwise feel isolated during the holiday season. This short film connects perfectly with our festive Joy Ride advertisement which focuses on life-long friendship and connection. We wish all our customers in Ireland a peaceful and happy holiday season, filled with joy and connection.”  

New research commissioned by Amazon.ie shows that 31% of adults in Ireland believe bereavement or missing a loved one is the biggest contributor to loneliness during the holidays, with 29% citing social isolation and 25% highlighting distance from family and friends as key factors. Within the 55+ demographic, 40% believe bereavement or missing a loved one is the biggest contributor to loneliness. As 70% of those aged 55+ gift their spouse or partner, yet only 38% gift a friend, they are notably the most vulnerable demographic to Christmas loneliness due to bereavement, mobility limitations, and reduced social networks, highlighting that even the smallest social gestures matter.  

To highlight this issue, Amazon.ie has partnered with Friends of the Elderly (FOTE), an Irish charity supporting older people in Ireland to provide meaningful connections and community support. Not only has Amazon Ireland put a spotlight on this charity in an effort to attract more volunteers, but the company also donated €10,000. 

The short film, Christmas Connections delivered by Amazon.ie, shot by award-winning Irish creative agency, Rubberduck and PR and Social Media agency Harris PR premiered on Tuesday, 18th November at The Dot Theatre, Dublin 2. The piece stars Oyin Adeyemi after her breakout role in The Traitors Ireland earlier this year, alongside members of FOTE, John Fitzpatrick and Brian Byrne, who disclose their stories of Christmas ‘firsts’ and finding connection through the charity during the festive period. Brian, a widowed former postman from Firhouse and long-time FOTE member, lives alone since his wife’s passing three years ago. John, a devoted son from Clontarf who never married, is finding new connection in his first year with FOTE after losing his parents.   

Together, their individual stories embody the warmth, humour, and hope that define the true spirit of an Irish Christmas and the meaning of a Christmas wish.   

Oyin Adeyemi, Campaign Ambassador stated: “This year has been full of firsts for me, so being part of Amazon.ie’s first holiday campaign in Ireland felt like the perfect fit. Amazon Ireland partnered with Friends of the Elderly to produce a stunning short film called Christmas Connections delivered by Amazon.ie which is all about connection - especially for anyone who might be feeling lonely or missing someone special during Christmas. Spending time with my co-stars, John and Brian, really showed me how small gestures can mean so much, and how memories of ‘first Christmases’ stay with you for so long. I’m really proud to be part of something that celebrates kindness, togetherness, and the magic of firsts.”  

Bernie Curran, General Manager, Friends of the Elderly says: ““Friends of the Elderly is honoured to partner with Amazon.ie for their first Christmas here in Ireland. Their support will help us bring connection, warmth and real human contact to older people who may otherwise spend Christmas alone. We’re hoping that this short film will help inspire some more volunteers and encourage people to hold out a welcoming hand to elderly people this Christmas season. By filming with us, Amazon.ie is helping to shine a light on the hidden loneliness so many older people face and reminding us that no one should feel forgotten at Christmas.”  

Ireland’s Holiday Shopping Habits Revealed   

While the partnership with Friends of the Elderly addresses the emotional impact of loneliness during the holidays, Amazon.ie's research highlights broader insights into Ireland’s Holiday shopping habits and explores how thoughtful gift-giving can create meaningful connections across all age groups. Nearly half (45%) of Irish adults prefer to buy their gifts one month in advance, while just 18% take advantage of Black Friday or Cyber Monday sales, suggesting many are missing the opportunity to benefit from early savings on Amazon.ie. While an organised 14% begin as early as the summer months, the same number (14%) shop just two weeks before Christmas, and just one in ten (9%) wait until the final week.  

To allow customers to stay organised without the last-minute rush, the Amazon Wish List shopping feature, offers a simple and convenient way to track ideas early, monitor prices, and take advantage of upcoming deals within Amazon’s Black Friday Week  event (20 November – 1 December). By adding items in advance, shoppers can be notified when prices drop, ensuring they never miss out on savings while keeping their holiday gifting personal, thoughtful, and stress-free.   

Interestingly, men are slightly more likely to buy for their partners (69%), while women are more generous toward friends (54%) and siblings (56%). When it comes to timing, women tend to plan, with 18% shopping as early as summer, whereas men are more likely to leave things to the last minute with 12% buying gifts in the final week before Christmas. Regardless of shopping habits, it’s clear the spirit of giving remains alive and well in Ireland.   

Slán go fóill.