One of the most high-profile ads in the country is for department store John Lewis. The advert, "Man on the Moon", is part of a £7 million advertising campaign and has been watched over 23 million times on video streaming site Youtube.
John Lewis's brand awareness shot up by 25 percent after the ad was released in November, according to market researchers Yougov, but it also noted that purchases consideration (a measure of whether the survey respondent would buy the brand's product) did not change significantly.
Also, it is not the most engaging ad released this season, according to a study by tech company Realeyes, which specializes in emotion analytics.
The company analysed the facial expressions of around 1,500 people as they watched 30 Christmas ads in order to measure emotional engagement. The John Lewis ad came 7th, whereas Harvey Nichols' "Avoid Gift Face" ad came top.
"John Lewis remains the undisputed champion for publicity and hype but in terms of connecting emotionally with consumers, many brands outdid them this year," said Realeyes' CEO Mihkel Jaatma in a press release.
"John Lewis' ads have become increasingly out of this world and fantasy-based, consequently, they're becoming harder to identify with. We're seeing a move away from the kind of heavy-handed emotional approach."
Despite this, John Lewis posted a 2.3 percent year-on-year rise in sales to £129.2 million ($191 million) in the week to December 26. Online sales rose 25.1 percent.
"We are seeing customers continue to enjoy our reductions across fashion, home and electricals and home technology," said John Lewis Managing Director Andy Street, according to Reuters.