John Lewis' Christmas ad has become a festive staple, as hotly anticipated as mince pies and crackling fires.
Over the years the department store's TV offerings have made us laugh and cry in equal measure, from Moz the Monster and last year's Excitable Edgar to the tear-jerking Man on the Moon and Monty the Penguin.
John Lewis are yet to announce a release date, with fans keeping one eye on Twitter for the news.
And amid a flurry of speculation about what we can expect to tug on our heartstrings in 2020, some have theorised that we'll be getting a lockdown-themed ad.
"If the John Lewis Christmas ad isn't based on Covid and/or buying online, then... well I just don't know anymore man..." one excited fan tweeted.
"Bet the John Lewis Christmas ad this year is gonna be based on covid," another remarked.
A third penned a lengthier theory: "Most likely John Lewis Christmas ad?
"Ppl thank key workers by buying them white goods. Family buy grandma a laptop so she has a Zoom Christmas."
Others were just giddy to see what John Lewis has in store - insisting it could "save 2020".
"I suspect the #JohnLewis Christmas ad is going to have us in floods of tears this year #Christmas2020 #covid #lockdown," one blubbed.
Some fans were convinced that an "alternative John Lewis ad" by singer Sam Clegg was the real deal - but was actually a music video.
But some have called for the crooner to provide the all-important vocals for the actual ad.
Other names put forward have included Bastille's frontman Dan Smith, Phoebe Bridgers and Jess Glynne.
There's reason to get especially hyped for 2020's instalment, after a company spokesperson vowed it would "be like no other".
Pippa Wicks, executive director of John Lewis & Partners, told iNews : "In a year like no other, the world has changed – so we will be delivering a Christmas campaign like no other.
"During 2020 we've seen some inspiring and heartwarming acts of kindness throughout our country and our communities.
"Now we want to build on this spirit to create a legacy that extends well beyond Christmas.
"Together we can all make a big difference to the families who need our help most."
This statement came amid reports that the company were kick-starting a campaign to whip up £5 million to help struggling families over Christmas.
Keep an eye out for that ad!
