Amazon.ie is marking its very first Christmas in Ireland — and to celebrate the launch of the platform in the country, the company has released a deeply emotional new short film exploring the bittersweet “firsts” that come with the holiday season. This is a real tear-jerker – you’ve been warned.
Titled Christmas Connections delivered by Amazon.ie, the film was created in partnership with Irish charity Friends of the Elderly and stars Oyin Adeyemi, known to viewers here for her breakout role on The Traitors Ireland. The piece explores how connection, memory and simple acts of kindness can transform what might otherwise be a lonely time of year.
Amazon says its first festive season in Ireland comes with a focus on community. As Alison Dunn, Country Manager at Amazon Ireland, put it: “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.”
The launch coincides with new research commissioned by Amazon.ie, which reveals that 31% of Irish adults believe bereavement or missing a loved one is the biggest driver of holiday loneliness. Among adults aged 55 and over, that figure climbs to 40%, with many saying limited mobility, shrinking social circles and the loss of partners make Christmas particularly difficult.
To shine a light on this, Amazon.ie has partnered with Friends of the Elderly, donating €10,000 and using the campaign to encourage more volunteers to support older people around the country. The short film — shot by Rubberduck alongside Harris PR — premiered on 18 November at The Dot Theatre, Dublin 2. It features Oyin alongside two long-time members of Friends of the Elderly, John Fitzpatrick and Brian Byrne, who share personal memories of Christmas “firsts” following loss and change.
Brian, a widowed former postman from Firhouse, has lived alone since the passing of his wife three years ago. John, from Clontarf, is experiencing his first Christmas with the charity after losing both of his parents. Their stories highlight the emotional weight many people carry into the festive season — and how small gestures can restore warmth, humour and hope.
Speaking about the project, Oyin Adeyemi said: “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 of Friends of the Elderly, added: “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.”
Alongside the film, Amazon.ie has released new insights into Irish shopping habits ahead of the holidays. Nearly half of Irish adults (45%) buy their gifts around a month before Christmas, while only 18% take advantage of Black Friday or Cyber Monday offers — meaning many may miss out on early savings during Amazon’s Black Friday Week (20 November–1 December). Meanwhile, 14% of people begin shopping in summer, while the same proportion wait until two weeks before Christmas. One in ten leave it until the final week.
To promote less stressful gifting, Amazon.ie is encouraging shoppers to use tools like the Amazon Wish List, which allows users to track items, monitor prices and receive alerts when discounts go live — particularly helpful for those with mobility or accessibility challenges who prefer shopping from home.
The research also shows subtle differences in how men and women shop: men are slightly more likely to buy for partners (69%), while women tend to spend more on friends (54%) and siblings (56%). Women are also more likely to plan early, with 18% starting as far back as summer, whereas 12% of men leave things to the very last minute.
As Amazon.ie settles into its inaugural Irish Christmas, the company is putting connection, care and community at the heart of its first festive campaign — and its debut short film captures the emotional reality of what the season truly means for many.
