2014. Swift said that, despite the hype, John Lewis had stuck to the same strategy for the last five years. “It’s all about thoughtful gifting and going the extra mile for someone you love at Christmas,” she said. “We don’t go into it thinking, 'This is going to be huge,' just getting something right for the brand at this time of year and something we hope customers really love.” Sarah Vizard, news editor of trade journal Marketing Week, said John Lewis appeared to have reined in its efforts this time, with a lower- key presence in stores despite a growing army of competitors. “There are definitely a lot more brands doing Christmas ads this year but I think a lot of those brands who tried to compete with John Lewis by doing something emotional and creative have gone back to what you can buy in store,” she said. “John Lewis still does the emotional piece the best. This campaign is another great way of putting that across in a way that will resonate with customers. I think people will think it is really cute.” Among those fighting for attention in the flurry of Christmas ads was sister chain, Waitrose, which launched its Christmas ad online on social media ahead of a TV debut during The X Factor . It used the agency which has created John Lewis’s Christmas ads for years. Burberry has launched what is only its second festive film, featuring Romeo Beckham