John Lewis Christmas Ad 2026: Gloria and Pickles reactions

John Lewis is famous for Christmas ads that make people cry. This year, only 12% of viewers did, and that could actually be a good thing.

UK viewers gave the 2026 John Lewis Christmas ad, Gloria and Pickles, a score of 3.8 out of 5 in a OnePulse survey of 500 adults on launch day. Before it aired, people said they wanted magic and nostalgia, not tears. It looks like John Lewis paid attention.

The response showed something bigger. The ad’s message resonated: 85% of Brits have given cash as a Christmas gift because they didn’t know what else to buy. John Lewis is still leading, with 53% of viewers who’ve seen other Christmas ads saying it’s the best of 2026 so far.

At a glance

• UK viewers gave Gloria and Pickles 3.8/5, and 68% of them liked or loved it.
• Pickles the dog stole the show for 48% of the viewers.
• Magic over tears. Only 12% actually cried, 37% said they felt emotional without crying, and 29% said it was absolutely magical.
• 85% of Brits have given cash as a Christmas present simply because they didn’t know what to buy. Exactly what Gloria nearly did.
• Still the one to beat. 53% of those who’ve seen the other Christmas ads say John Lewis has the best of 2026 so far.
• 36% say it makes them more likely to shop at John Lewis this Christmas.

Expectation vs reality: did John Lewis deliver?

Before launch, we asked Brits what they expected from John Lewis this year, and what they wanted. Here’s how Gloria and Pickles measured up.

What’s the John Lewis Christmas ad 2026 about?

It’s Christmas Eve, and Gloria (Dame Kristin Scott Thomas) is so worried about choosing the wrong gifts for her grandchildren that she nearly settles for cash in a card. Then Pickles, her childhood toy dog, springs to life (voiced by Paul Whitehouse) and drags her on a last-minute gifting mission across London, ending in a magical “Gran Cave” full of disco balls and sparkling lights.

Created by Saatchi & Saatchi and directed by Lucy Forbes, the three-minute ad is soundtracked by Sam Fender’s brand-new cover of The Rolling Stones’ You Can’t Always Get What You Want, under the tagline “Don’t give up on giving”.

What do people think of Gloria and Pickles?

We asked viewers to sum up this year’s ad in their own words. Warmth and Christmas magic came out on top, mentioned by 36%, while 15% praised its entertaining touches and 13% noted generations connecting.

Fewer viewers mentioned the gifting message directly (12%), and plenty compared it with John Lewis ads of old, with one summing it up as “Not the greatest ever but better than the last few years.”

But for those who did pick up on the message, it clearly struck a chord:

“The message is a good one. People really should get presents more that mean something, rather than just giving out money.”

 

“Full of festive feeling and encourages me to pursue real personal gifts rather than just cash in a card.”

 

“I like the fact that the gift isn’t just plastic toys but an enjoyment and experience. A lovely ending.”

Did the John Lewis ad make people cry?

John Lewis is famous for making the nation cry, but this year its ad warmed people’s hearts in new ways. 35% said the ad made them feel festive, 29% felt the magic, and 28% were swept up in nostalgia. Only 12% actually cried, but another 37% felt a surge of emotion without a single tear.

And that’s no bad thing! In fact, 41% of viewers who felt emotional without crying called the ad an absolute cracker, compared to just 7% of those who felt nothing at all. Clearly, being moved means much more than just reaching for the tissues.

All in all, 68% liked or loved the ad: 26% called it an absolute cracker and 42% thought it was pretty good. Only 13% called it a turkey, making this year’s ad another John Lewis classic for most viewers.

Pickles the dog steals the show

A talking toy dog outshone a Dame this year, bringing smiles all around. 48% of viewers said Pickles stole the show, leaving Gloria (18%), the Gran Cave (12%), and the grandkids (4%) trailing behind. Still, Gloria delivered the emotional punch: 61% of her fans felt moved, compared to 46% of everyone else.

Sam Fender’s cover: liked, not loved

Sam Fender’s cover strikes a chord with many, earning more fans than superfans. 48% gave it a thumbs up, though just 10% would add it straight to their playlist. The music and the ad go hand in hand: 89% of those who enjoyed the cover also loved the ad, compared to 48% of everyone else.

Who it worked for

Women connected even more strongly than men, with 41% describing the ad using words like warmth and Christmas magic, compared to 29% of men. Women were also more likely to well up (22% vs 14%), while men were twice as likely to say no moment stood out for them (22% vs 11%).

Parents also had a special moment: 14% picked the Gran Cave as their standout, compared to just 6% of non-parents. Non-parents, meanwhile, were more likely to notice the thoughtful-giving message (18% vs 10%), showing the ad’s charm reached everyone in a unique way.

For some viewers, the ad felt especially close to home:

“It evokes merry Christmassy feelings, and as a grandmother I can relate.”

Cash in a card? 85% of Brits have done it

The ad’s message feels especially relatable. 85% of Brits have given cash as a Christmas gift when they weren’t sure what to buy, including 45% who say it’s a regular habit. Just 12% say they never have. That makes “Don’t give up on giving” one of the most heartfelt and relatable John Lewis messages in years, even if only 12% mentioned it directly when describing the ad.

Is Gloria and Pickles better than last year’s ad, or 2016 Buster?

More than half of viewers (55%) say Gloria and Pickles is as good as or better than last year’s Where Love Lives, with 22% giving it the edge. Another 17% couldn’t quite recall last year’s ad to compare, but the smiles say it all. And Gloria and Pickles hold their own against a true legend. 40% say it’s as good as or better than Buster the Boxer (2016), the ad Brits crowned best of the decade, including 12% who rate it even higher. Of course, Buster still has his devoted fans:

“Buster was the best Christmas ad ever – the fact I can still remember it after 10 years says everything!”

Is John Lewis still the king of Christmas ads?

John Lewis remains the nation’s favourite. 33% believe it has the best Christmas ad of 2026 so far, rising to 53% among those who’ve seen other Christmas ads. T And 62% say John Lewis is still leading the Christmas ad pack: 27% cheer “long live the king,” and 35% agree it’s still ahead, even if the competition is catching up.

Does the John Lewis Christmas ad 2026 make people shop there?

36% say Gloria and Pickles makes them more likely to shop at John Lewis this Christmas, including 9% who say it makes them much more likely. 58% say it makes no difference, and just 6% say it makes them less likely, but the festive spirit is clearly alive and well.

What we can learn from this

Feeling moved is what really matters. Only 12% of viewers cried, but those who felt emotional, even without tears, were six times more likely to call the ad an absolute cracker than those who felt nothing (41% vs 7%). After all, Christmas creative is about sparking joy, not just tears.

A great character always grabs attention. Pickles stole the show for 48% of viewers, even winning over those who felt nothing.

Relatable truths pack a real punch, especially when the payoff is clear. With 85% of Brits having given cash because they weren’t sure what to buy, the ad’s idea truly resonates. Now, the opportunity is to make that heartfelt message shine as brightly as the magic: only 12% mentioned it when describing the ad.

Memorable characters build lasting value. A decade on, Buster the Boxer remains a beloved benchmark, but now 40% say Gloria and Pickles match or even beat him. Pickles could become John Lewis’s next long-running star, capturing hearts year after year.