Advertisers are set to spend a record amount in the battle of the Christmas adverts.
John Lewis Christmas 2014 campaign with Sam and Monty
Over the festive season, advertisers will spend a record £5.6bn to get themselves noticed in a competitive market.
Burberry has already unveiled its cinematic Christmas campaign, which tells the story of founder Thomas Burberry, and John Lewis is expected to debut its much-anticipated ad on 10 November.
Advertising spend in the fourth quarter has risen by 32% in the last five years, figures from the Advertising Association indicate. Prime television spots alone are expected to attract a spend of £1.3bn.
Mobile advertising is expected to experience the biggest growth in 2016, increasing 36% year on year to £1.1bn.