Never knowingly understood.

It's very nearly November. That means it can't be long before the inaugural John Lewis Christmas advert makes it's way onto our screens (in a couple of weeks apparently).

Meanwhile their current advert features some time-travel to tug at your emotional heart-strings.

So how can they follow last years tear-jerker, the small-boy who waited to give the present to his parents? They need plenty of saccharine sentimentality. Old people being nostalgic. A father who is desperately trying to get home. Children remembering the true meaning of Christmas when they get an iPad Mini. Emelie Sandi doing a piano ballad of AC/DC song.

M&S will no doubt have Gary Barlow in a knitted jumper singing Lionel Ritchie. And someone will manage to include an Olympian or two somewhere.