The start of Christmas has also been known as the launch of the John Lewis advert, but some Twitter users are now complaining the retailer accidently ruined the magic of Christmas with its latest campaign.
John Lewis return to a more traditional heart-warming tone, after last year's Man on the Moon was perceived to be too melancholic by some viewers, was generally welcomed.
However, others have spotted an obvious problem with the new two-minute clip.
Buster the Boxer, the latest campaign estimated to have cost around £7m, tells the story of a little girl called Bridget and Buster her dog, who can't wait to try out the trampoline her parents got her for Christmas.
However, the father of the six-year-old can be seen bulding it on Christmas Eve and putting a bow on it in the garden, prompting many viewers to ask "Where is Santa Claus?"
One viewer said: "Don't let any kids see this advert it needs to be banned. Who are John Lewis to destroy the magic of Christmas everywhere for kids all over the world !"
While another commented:
Twitter user Meghan Baker added: "The John Lewis advert actually made me laugh this year. But so sad that they're sending out the message to kids that santa isn't real."
Of course, not all users agreed with one writing: "The world is in shambles and you're all mad because Santa didn't build the trampoline in the John Lewis Christmas advert...Calm down."
A spokesperson for John Lewis said: "We're sure Father Christmas has also visited Bridget and Buster the night before, this is just an extra special gift from her parents because she loves to bounce".
Last year, PayPal, the internet money transfer site, has been accused of "ruining the magic of Christmas" by suggesting that parents are behind all the presents round the tree, rather than Father Christmas.
The Advertising Standards Agency said that it had received 233 complaints about the Paypal TV advert last year.A spokesperson from the ASA told the Independent that the some viewers had found the advert offensive because it implied that Father Christmas doesn’t exist.
