One of the more controversial campaigns this year is Sainsbury's Christmas message, which is a cinematic commemoration of the 100th anniversary of World War I, exhibiting the Christmas truce that took place between British and German soldiers in 1914.
However, U.K. watchdog the Advertising Standards Agency has received 240 complaints in the first two days of its release. Although, the advert seems to have worked.
Sainsbury's £1 chocolate bars, released as part of the campaign with some of the proceeds going to veterans' charities, are being sold at a rate of 5,000 per hour, according to the retailer.
British retailers will also have to compete with international competitors, as Coca Cola target families to deliver Christmas joy.
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Richard Cope defined U.K. Christmas adverts as having "become box office and the seasonal campaigns akin to a blockbuster war" when it comes to their importance during the holiday season.
However, retailers expecting to surge in sales should look towards their online presence, as reports worldwide suggest a fall in store-bought purchases and an escalation in online sales.
Jan Kniffen, CEO of J. Rogers Kniffen Worldwide Enterprises spoke to CNBC earlier this month, saying that "if you're not playing well online, you're not going to play very well at all."
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