The figure has risen steadily since 2010 with a YoY increase of  37%, as businesses compete with each other for a share of the Christmas retail market.

The biggest spenders include John Lewis, Marks & Spencer, Aldi, Argos, Asda and Sainsbury’s with all having already launched their Christmas campaigns.

Data has also revealed that 33% of the UK public is more excited about the flagship Christmas ads than the movies showing over the period, while 47% have been moved to tears by a Christmas ad they’ve heard or seen. 16% have also changed plans to catch a premiere of their most anticipated Christmas ad.

“Christmas is a key time for advertisers large and small. In recent years, marketers of businesses using emotive Christmas advertising have won some of the industry’s biggest awards. Businesses delivering advertising with emotional resonance can be rewarded with powerful, long-term effects into the new year and beyond,” said Karen Fraser, director at think tank Credos.

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The glossy catalogues have been removed from a number of stores around the UK, with the initial response from customers being that they haven’t been missed.

If the trials continue with this, Argos could opt to pull all print catalogues from its stores in the UK.

The retailer publishes two catalogues a year – a spring/summer edition and autumn/winter edition. Stores are equipped with tablets allowing customers to browse and shop digitally in-store, with the print catalogues available to take home for additional browsing – especially popular with parents and children in the run-up to Christmas.

But it’s not all bad news for traditional print, as Argos has launched The Totally Awesome Toy Guide, a 152 page catalogue that focusses on gift inspirations for children and parents.

Speaking about the decision to launch the guide, chief toy buyer, Linzi Walker, said: “It can be hard to pick out the perfect toys for children at Christmas with so many new products to choose from – so the catalogue has a number of handy features all in one place; a user-friendly format, top toys for Christmas predictions and links to our YouTube unboxing videos.”

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