Every November, John Lewis tries to make the nation cry. But this year, people want something different.
Two in five Brits (40%) think the John Lewis Christmas ad 2026 will make them cry. But only 9% actually want that. Most people are hoping for magic, nostalgia, and a familiar song. OnePulse surveyed over 1,000 UK adults on 19-20 October 2026, asking them to predict this year’s ad and share what they’d do if they were in charge.
Key insights
- 40% expect to cry at the John Lewis Christmas ad 2026, but only 9% want to.
- 35% want John Lewis to go big and magical this year, and 33% want nostalgia.
- 43% back John Lewis to have the best Christmas ad of 2026, even though 45% say its crown is slipping or gone.
- Buster the Boxer (2016) is the best John Lewis Christmas ad of the last decade (21%). Last year’s Where Love Lives took just 5%.
- 60% say a John Lewis ad has never prompted them to shop there, but 44% have bought the song or merchandise linked to one.
- 46% would feel negative about an AI-made John Lewis ad, compared with 22% who’d feel positive.
Expectation vs reality: what Brits predict, and what they want
We asked Brits two things: what they think John Lewis will do this year, and what they’d like to see. On music and casting, John Lewis and its audience mostly agree. But on emotion, there’s a big gap.
The tears question
John Lewis has spent years making emotional Christmas ads, and Brits are ready for another one. 16% expect to cry a lot, 23% think they’ll shed a single tear, 39% say they’ll stay strong, and 21% say they won’t be moved at all.
But when asked what they want most from this year’s ad, only 9% picked “make me sob.” Most people want something big and magical (35%) or nostalgic (33%), and 18% want to laugh. The audience that once expected to cry now wants to be delighted.
The soundtrack
The song hasn’t been announced yet, but 38% of Brits think it will be a slowed-down cover of a non-Christmas song, which is typical for John Lewis. 29% expect a classic Christmas song, 21% a new original, and 11% an upbeat pop hit.
When it comes to music, Brits like the usual approach: 48% want a reimagined classic, 22% prefer a new original, 14% want a big pop star hit, and 13% would rather have no song. Last year, John Lewis changed things up by using a reworked version of Alison Limerick’s 90s club classic Where Love Lives instead of a piano ballad.
Has John Lewis lost its Christmas crown?
Not yet, but it’s not as strong as it used to be. 36% of Brits still think John Lewis is the king, but almost half (45%) say its top spot is slipping (34%) or already gone (12%). Another 19% say John Lewis was never the king.
Still, John Lewis is the nation’s favourite for 2026. 43% think it will have the best Christmas ad this year, compared to 25% who back a supermarket and 14% who pick another brand. See which supermarket shoppers think will win here.
Brits don’t expect a big change. 42% think this year’s ad will be about the same as last year’s, 23% think it will be better, and 10% think it will be worse.
Nostalgia is strong: 34% say John Lewis ads have become less magical since 2016, while only 11% say they’ve become more magical. Still, the ad matters: almost two-thirds (64%) say it signals the start of Christmas for them, and for 24% it’s the official start.
Ten years of John Lewis Christmas ads, ranked.
A boxer dog on a trampoline still beats everything since. Buster the Boxer (2016) is Brits’ favourite John Lewis Christmas ad of the last decade with 21% of the vote, more than double Give a Little Love (2020) on 9%. The Boy and the Piano (2018) and Moz the Monster (2017) tie for third on 8%. The newer ads haven’t had the same impact. Where Love Lives (2025) got 5%, and almost a third (31%) say they haven’t seen enough ads to pick a favourite.
From tears to tills
Does the John Lewis Christmas ad actually drive sales? For some loyal fans, yes. 40% say an ad has made them shop at John Lewis, and 20% say it’s happened more than once. But for most people (60%), it hasn’t.
The merchandise is where the ad really pays off. 44% have bought something linked to a John Lewis Christmas ad: 23% bought toys or merchandise, 12% bought both the song and merch, and 10% bought just the song.
The AI question
Suppose John Lewis let AI make its Christmas ad: 46% of Brits would feel negative about it, including 28% who would feel very negative. Only 22% would feel positive, and 32% wouldn’t mind either way.
Timing is important. Fanta’s AI-made Halloween ad got backlash this month, and Coca-Cola’s AI-generated Christmas ad was widely criticised for lacking the original’s warmth. For a brand known for handcrafted Christmas stories, the risk is even bigger.
Cost of living and charity: a light touch
Brits want John Lewis to recognise what’s going on, but not make it the main focus. 84% say this year’s ad should mention the cost of living, but most (51%) want a small reference. Only 33% want it as the main theme, and 16% would prefer pure escapism.
The same holds for charity. More than four in five (82%) like a charity tie-in, but 47% say it’s nice but not essential, while 36% think it’s essential. Only 7% would prefer John Lewis skip it.
When will the John Lewis Christmas ad 2026 drop?
John Lewis has released a short teaser, made with Saatchi & Saatchi, hinting at a home-focused theme: a woman locks her front door with a gold key, only for the doorbell to ring as she walks away. John Lewis’s own Christmas advert page points to 3 November as the launch date
What this means for brands and marketers
Emotion isn’t the same as tears. 40% expect to cry at the John Lewis ad, but only 9% want to. Audiences want magic (35%) and nostalgia (33%). Brands chasing the tearjerker formula may be answering a brief consumers stopped writing.
Memorability is the real challenge. Buster the Boxer from 2016 still tops the decade, last year’s Where Love Lives took just 5% of the vote, and 16% saw last year’s ad but can’t remember it. Big-budget Christmas ads are winning attention in November, but not all of them are building long-term memory.
Fame doesn’t automatically mean footfall. 60% say a John Lewis ad has never prompted them to shop there. But 44% have bought the song or merchandise linked to one, so the products around the ad may be doing more commercial work than the ad itself.
AI is a reputational risk at Christmas. Negative reactions to an AI-made John Lewis ad outweigh positive ones by more than two to one (46% vs 22%). In the one season built on human warmth, the efficiency gain may not be worth it.
Acknowledge, don’t dwell. 84% want the cost of living recognised, but most (51%) want a gentle nod, not a campaign theme.
Coming up
The moment the John Lewis Christmas ad 2026 lands, we’ll put it to the nation in real time. Did Brits call it?
FAQ
When is the John Lewis Christmas ad 2026 released?
John Lewis has confirmed 3rd November 2026.
John Lewis has confirmed 3rd November 2026.
Will the John Lewis Christmas ad 2026 make people cry?
40% of Brits expect to cry, but only 9% say tears are what they want most. Most want an ad that’s big and magical (35%) or nostalgic (33%).
40% of Brits expect to cry, but only 9% say tears are what they want most. Most want an ad that’s big and magical (35%) or nostalgic (33%).
What is the best John Lewis Christmas ad of the last 10 years?
Buster the Boxer (2016), with 21% of the vote in OnePulse’s survey, more than double any other ad from the decade.
Buster the Boxer (2016), with 21% of the vote in OnePulse’s survey, more than double any other ad from the decade.
Is John Lewis still the king of Christmas ads?
36% of Brits say yes, while 45% say the crown is slipping or gone. Even so, 43% predict John Lewis will have the best Christmas ad of 2026.
36% of Brits say yes, while 45% say the crown is slipping or gone. Even so, 43% predict John Lewis will have the best Christmas ad of 2026.
Do John Lewis Christmas ads make people shop there?
40% say a John Lewis Christmas ad has prompted them to shop there, while 60% say it never has. 44% have bought the song or merchandise linked to one.
40% say a John Lewis Christmas ad has prompted them to shop there, while 60% say it never has. 44% have bought the song or merchandise linked to one.
How do people feel about AI in the John Lewis Christmas ad?
46% would feel negative about an AI-made John Lewis ad, against 22% who’d feel positive.
46% would feel negative about an AI-made John Lewis ad, against 22% who’d feel positive.
For journalists
This data is free to use with credit. Please credit OnePulse and link to this page. Full data is available on request. Please get in touch with lois.fearne@onepulse.com.
About OnePulse
OnePulse is a real-time consumer insights platform serving the UK and US. Over 500 brands and agencies use OnePulse to run surveys, called Pulses, and get fast answers from real consumers.
Methodology
OnePulse surveyed between 1,000 and 1,200 UK adults per question across three Pulses between 19 and 20 October 2026, before the 2026 John Lewis Christmas ad was released. All figures are rounded to the nearest whole number, so some totals may not add up to exactly 100%. Full question wording is available on request. OnePulse is a real-time consumer insights platform used by over 500 brands and agencies.
