Yes, yes, we know, there's a mournful man on the moon and a girl with a telescope and the whole of the UK is crying.
But Christmas is not just about the John Lewis advert. There are some other retailers with festive ads of their own to share.
Here's the best Christmas adverts the UK has to offer
Hate the sentimentality of the John Lewis ad? Then you might enjoy the high octane ad from Argos. It's the most extreme sports-focused Christmas possible.
Naturally coming from the John Lewis Partnership, Waitrose's offering is classy and understated, but it's also arguably more joyful and less mawkish. It's also clearly about Christmas.
Curry's PC World
The electronics retailer has gone big with its first ever festive ad, thanks to the use of The Fly and Jurassic Park star Jeff Goldblum. He helps us awkward, normal folk navigate the more testing moments presented by the season, including being given a disappointing Christmas present, served burnt turkey, or straining to watch a Christmas film on an old, small TV set. Thanks Jeff.
The off price retailer follows a similar thought process to John Lewis, but with a simpler execution. The message is that you should think about those who might not be your dearest, but are certainly your nearest.
Cadbury's has outdone last year's effort with a lorry-cum-advent calender this year. That's a lot of chocolate.
Fed up with sprouts and hanker after something more exciting? You're not the only one, as the Sky Movies advert shows.
Aggressively festive, somehow Very manages to make some pink boxes seem like a lovable family.
Marks & Spencer
Marks & Spencer doesn't do ordinary Christmas adverts. It does an advert for its advert. Then it releases the full thing. The struggling high street giant has dispensed with narratives after last year's Sparkle & Magic and the previous fairytale-themed ad. Pretty average fare.
Children dressed as animals, office party snogs and breakdancing Santas. #BecauseitsChristmas.
The luxury brand has pulled out all the stops with its festive film themed around Billy Elliot. It's three minutes long so settle down with some popcorn to watch Sir Elton John, Julie Walters, Romeo Beckham, James Bay, George Ezra, Michelle Dockery, James Corden, Naomi Campbell and Rosie Huntington-Whiteley jumping up and down in slow-mo. And then someone explain why.
Duracell knows. If you're going to get one of the presents of the year (ahem Star Wars), you're going to need to stock up on batteries first.
Does the PayPal ad really suggest there's no such thing as Father Christmas? It'll take more than that to shake our faith, but you can decide for yourself here.
The premium brand is making a statement. And the statement is all about the miracle of handbags. Which is the real meaning of Christmas, after all.
Rumours are circulating that Tesco's ad will feature Gavin and Stacey star Ruth Jones after a camera crew was spotted filming with the actress in Cambridge. It's thought it will take an "Oxo-style" family theme.
However the supermarket is keeping schtum about what will feature in the festive spot when it launches.