It's one of the key occasions of the festive season and the new John Lewis Christmas ad could be on our screens before the end of the week.
Last year's Man On The Moon ad, which had us all in tears, premiered on Friday 6 November and speculation is growing that this year's debut could come on the same date.
Eagle-eyed X Factor viewers could be the first to get a glimpse of the new ad, as a 10-second preview is expected to be aired this Sunday.
One of the stand-out elements of the ad is always the soundtrack, with everyone from Ellie Goulding and Tom Odell contributing vocals to previous campaigns.
After David Bowie's tragic passing back in January, everyone reckons that he is the most obvious choice for the ad.
Honestly u heard it here first the John Lewis Christmas advert will feature Winnie the Pooh & and an acoustic David Bowie song x
— Ags ????????? (@MissAgneP) October 15, 2016
We're taking bets on the John Lewis Christmas ad in this house. Female cover of Prince or David Bowie currently ranked highest.
— Fleur Hitchcock (@FleurHitchcock) October 10, 2016
What would you think of a Bowie John Lewis ad? Total tearjerker or totally predictable?