It’s that time of year when talk turns from who will win the usual round up of reality knock-out TV show, Strictly Come Dancing, X Factor, GBBO and the recently started I’m a Celebrity to name but a few, to which brand is going to win the much coveted title of ‘Best Christmas TV Ad’. For some time now John Lewis has reigned supreme but it wasn’t long before other major retailers cottoned on and invested in delivering emotion and sentiment wrapped up in a festive bow.

There are serious contenders this year – John Lewis and #bustertheboxer, the Waitrose robin, Mrs Claus in the M&S corner, James Corden counting down for Sainsbury’s and Aldi’s Kevin the Carrot in a re-telling of The Night Before Christmas. But who wins?

Looking at it in the cold light of Boxing Day, the sales figures from the great British public will decide much of the contest. In the meantime it does beg the question, will they change your shopping habits between now and 25 December? The next 5 weeks, including the brutal price slaying exercise that is Black Friday, will tell.

One thing is for sure, the creatives are already brainstorming which characters will appear on our screens and social media feeds in 2017! Never mind Bond, Idris Elba for Father Christmas anyone?!