John Lewis ad isn't too festive but at least it's got a father Christmas

I FEAR we must accept that Christmas is now officially underway thanks to John Lewis unveiling its festive advert this week.

- Susan Lee - Columnist

Never mind mince pies in the shops, Advent calendars stacked high in supermarket aisles or the twinkly lights appearing in house windows (yes, I'm looking at you, number 48) - the launch of the annual sob-fest from the retail giant is the starting gun for all things Santa related.

However, if it feels as if the advert, a bit like the Christmas season itself, has arrived earlier than ever then you'd be right.

In response to what John Lewis has called a 'general shift' towards marking the birth of Christ before even the Halloween pumpkins have been binned, its ad has gone live a full 10 days in advance of last year's offering.