Christmas is still two months away but that never stopped retailers from starting the celebration early.
In recent year, John Lewis has been the one retailer that gained reputation for producing the most memorable and emotional adverts ahead of the festive season.
Here is what you can expect this year:
When can I see the John Lewis Christmas advert?
It might seem crazy to talk of a release date for a TV ad but the John Lewis Christmas advert is such big business that it does have its own "premiere".
Although, the precise date is not yet known, the retailer has already promised it will be early November.
Last year's Man on the Moon advert was released on Friday November 6 and the first TV airing was during Gogglebox on Channel 4 that evening.
This means that this year it is likely to be out on Friday November 11 - in less than a week!
Why so early?
Research from consultancy firm PricewaterhouseCoopers (PwC), suggests the busiest shopping day of the season will be 23 December in 2016.
However, separate evidence seems to indicate the Christmas shopping season starts much earlier than that.
Last year, both Aldi and Lidl launched their campaigns on November 1st quickly followed by Asda and John Lewis.
Marc Bolland, the chief executive at Marks & Spencer’s, previously said retailers were merely following consumers' habits.
He pointed out that in the first week of September, the most searched term on its website was "Christmas".
Fair enough, do we know who will be singing this year?
These details are likely to remain a highly guarded secret until D-day.
However, having analysed the John Lewis tunes from the past seven years, Vouchercloud set out to find singers and bands who might fit the criteria for this year's theme song.
According to the company’s research, the retailer usually goes for a slowed-down, piano-driven, acoustic cover of a UK top ten single by a male British rock band that's had at least four number one albums in the UK.
This means the ad could feature a song by Arctic Monkeys, Muse, or Coldplay while the covering artists could include Tove Lo and Shura.
Meanwhile, bookmakers have predicted the song could be a cover of the British pop icon David Bowie or Prince.
Greg Le Tocq, Managing Director of Vouchercloud, told the Independent: "The annual release of the John Lewis Christmas advert isn’t a public holiday just yet, but it’s certainly becoming an integral part of Great British Christmas culture."
"There has been a lot of speculation about the advert music this year, and many are predicting that the song could be a cover of Brit pop classic from Bowie or funky anthem from Prince given the sad events that took place earlier this year."
"Our research says otherwise, we’ve found that it could be Arctic Monkeys, Coldplay or The Rolling Stones."
What can we expect from the ad?
Prepare your tissues. Hate it or love it, since John Lewis has been collaborating with ad agency Adam&Eve/DBB the adverts have grown in terms of emotiveness, and it is unlikely to change this year.
Last year's Man in the Moon put the spotlight on the isolation felt by many elderly people in this country, as the retail teamed up with Age UK.
Rachel Swift, head of brand marketing at John Lewis, previously said: ”It is has become part of our handwriting as a brand. It’s about storytelling through music and emotion. The sentiment behind that hasn’t changed – and that is quite intentional. The strategy behind our campaigns is always about thoughtful gifting,“
