John Lewis, Sainsbury's, M&S and Matalan among retailers praised for their commercials, as retail analyst highlights the importance of a strong advertising campaign and 'togetherness' over the festive period.
With consumers forecast to increase their spend this Christmas, TV commercials are proving valuable in retailers' quests to entice shoppers through the doors and secure a share of the festive pot. A flurry of ads have already hit our screens in recent weeks, prompting independent retail analyst Verdict to nominate its top 10 adverts for the Christmas period.

John Lewis bags the top spot, praised particularly for its soundtrack, which has already been tipped for Christmas number one. The ad has also been given a great deal of prime time exposure, said Verdict, and its sense of 'togetherness'.

Verdict practice leader Maureen Hinton said: "Getting the Christmas TV advert right is crucial for retailers, particularly as this year Christmas spending is set to reach the highest level since 207. John Lewis has raised the bar with its TV commercials over the past couple of years and its Christmas 2010 ad is another that captures the spirit of the times - though we are facing a tough period ahead, this is a chance to make those close to us happy with the right gift."

Sainsbury's came in second, with its competition for consumers to win a 'perfect Christmas', cleverly driving traffic to its website. Littlewoods was awarded third place, followed by Marks & Spencer, which was complimented on its soundtrack but lead Verdict to "wonder if M&S' strategy is to see how many celebs it can pack into an ad?'

Matalan also made the top five, while Waitrose, TK Maxx, Morrison's and Cooperative were awarded sixth, seventh, eight and ninth place. Tesco came in at number 10, with its ad starring Amanda Holden. While the 'Hyacinth Bouquet' pastiche depicted by Ms Holden in the ad was described as 'passé', it managed to clearly promote its value prices, Tesco Direct rage and delivery service.

Ms Hinton added: "Similarly to John Lewis, Sainsbury's has captured a current sentiment or forging community spirit and a feeling of 'togetherness', with its competition to win a perfect Christmas for you and your neighbours. There are still a smattering of celebrities in the Christmas commercials but this year it is less about celebrity than family and friends having a good time together."