It's been just four days since John Lewis unveiled its festive advert for Christmas 2015 - but the department store chain is already head and shoulders in front of the competition when it comes to online impact.
Tear-jerker quite possibly, but John Lewis' Man on the Moon advert has already been shared nearly 478,000 times since it went live on 6 November, according to Unruly. That's more than four-times its closest competitor Burberry, which has managed an impressive 114,299 since it went live on 3 November.
It's not just sharing that adds up. The Man on the Moon has been watched nearly 10m times, and had notched up more than six million views within 24 hours of going live - putting it away ahead of Monty the Penguin, which had received more than four million views in the first 24 hours after being released in 2014.
Tapping into the mania building around the launch of the new Star Wars film, Duracell is the third most-shared Christmas advert, with more than 65,000 since it was released a week ago.
Other popular festive ads include Sky Movies and Asda, which was one of the first to launch. John Lewis' stablemate Waitrose has also notched five figures for its "What Makes Your Christmas?" campaign.
At the other end of the spectrum is Marks & Spencer, which released its advert on the same day as John Lewis, but despite arguably commanding a similar space in people's minds, the retailer's advert has had much less impact, receiving just over 4,000 shares to date. That's despite being viewed more than 1.7m times.