John Lewis
The latest John Lewis campaign focuses on a little boy and his friendship with an imaginary monster
The Advertising Association says it is being driven by the intense market competition, especially for the industry body forecast. in the retail sector, and the rise of big-budget campaigns.
It believes spending on 40% in just seven years.
The figures come as a major retailers as John Lewis, M & S and Asda get under way.
"There have been so many blockbuster campaigns over the last 10 years," says Karen Fraser, director of Credos, a think tank which compiled the forecast with the Advertising Association.
John Lewis'
A recurring theme in John Lewis has been a recurring theme in John Lewis. grab people's attention. [1 9459012]
Rival Marks and Spencer has launched an advert featuring Paddington Bear
Rick Marks and Spencer has launched an advert featuring Paddington Bear stumbling across a burglar he mistakes for Father Christmas.
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Marks and Spencer
Marks and Spencer's ad has Paddington handing out a marmalade sandwich
Meanwhile, Asda's adage a girl and her grandfather visiting a festive food factory.
Upping the ante
Among a survey of 1,000 Brits interviewed on behalf of the advertising association, Christmas Party.
Christmas ad.
"It's just upped the ante," adds Karen Fraser, "and so many brands and retailers are looking to compete in that market.
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Asda
Asda's advert features an imaginary creative workshop - the Imaginarium
Prices of consumer goods have also undergone their highest year
Latest figures from the Office for National Statistics show that purchasing from retailers - traditionally the biggest investor -on-year growth since March 2012 at 3.3%, meaning shops are facing an uphill struggle to attract consumers as real wages fall.
"A lot of businesses do not have much of an option other than to go for it, "says Craig Mawdsley, chief strategy officer at advertising agency AMVBBDO.
" Some brands get to grow, but most are trying to offset the growth of others. "
