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It might barely be November, but the battle for the best Christmas advert is already in full flow, with John Lewis launching its festive offering today.

And while they might be a staple of our Christmas diet now – as much a tradition as pigs in blankets or carol singers – the hype around festive adverts wasn’t always such a big part of the calendar.

Today’s clip from John Lewis comes a week after Asda revealed their Christmas ad, which used classic footage from the 2003 film Elf, and hot on the heels of festive clips from Tesco, Argos, Morrisons and Aldi.

But with food bills rising, surging energy bills, mortgage hikes and reports of Britons cutting back ahead of the festive season, retailers have a difficult sales pitch to make this year.

A topic that is ‘so much bigger than Christmas’

John Lewis used their 90 seconds to shine a spotlight on an “often overlooked issue” – children in care.

The Beginner – set to a cover of Blink 182’s All the Small Things by US artist Mike Geier – shows a man as he struggles painfully to master skateboarding in the build-up to Christmas.

EMBARGOED TO 0001 THURSDAY NOVEMBER 10 Undated handout image issued by John Lewis and Partners of their 2022 Christmas advert "The Beginner", which launches qat 8,00am on Thursday. The campaign is set to a soundtrack of All The Small Things, a cover of the Blink 182 song by Mike Gier, and raises awareness of children in care. Issue date: Thursday November 10, 2022.

Viewers are left questioning the motive behind his perseverance until the final scene, when a social worker arrives with young teenager Ellie, who has arrived at her new foster home carrying her skateboard.

Kate Hardcastle, a consumer expert and chief executive of Insight with Passion, told Sky News: “Getting the tone of voice was really important for this year, and it was probably quite guessable it was going to be around corporate social responsibility because how can you do anything other else right now?

“But this is an incredibly fragile topic and needs handling with care.”

The ad was created with input from partner charities Action for Children and Who Cares? Scotland.

Alongside its longer-term work providing apprenticeship opportunities within the John Lewis Partnership for people leaving care, the retailer said it would make donations of Christmas decorations, food and gifts.

EMBARGOED TO 0001 THURSDAY NOVEMBER 10 Undated handout image issued by John Lewis and Partners of their 2022 Christmas advert "The Beginner", which launches qat 8,00am on Thursday. The campaign is set to a soundtrack of All The Small Things, a cover of the Blink 182 song by Mike Gier, and raises awareness of children in care. Issue date: Thursday November 10, 2022.

Ms Hardcastle said: “I would never say it missed the mark because the topic matters so much to me and I think any awareness is important.

“But I think the topic is much bigger than a Christmas advert and that’s because our care system support is needed 365 days a year, not just for Christmas.”

The ad is almost entirely devoid of product placement except for two brief glimpses of the retailer’s Lewis Bear toy.

But consumers can still purchase a number of products linked to the story including the £30 bear, £19 Lewis Bear pyjamas, a £5 Lewis Bear tote bag and a Rampage Skateboard for £34.99, with 25% of the sales going to the two affiliated charities.

The retail giant declined to reveal its budget for the ad.

How John Lewis changed the Christmas game

In the early 2000s, adverts were filled with as “many products as you could find” because “every frame costs money, so you want to show as much product as possible”, said Ms Hardcastle

This was seen with Marks and Spencer, who ruled the roost for years with their product-heavy offerings.

But in 2011, John Lewis changed the game with The Long Wait, a story of a young boy waiting desperately to give his mum a Christmas present.

Dr Hanlon told Sky News: “John Lewis did it differently. They told a story, rather than saying ‘here are the products, please buy these’.

“It is a classic marketing technique, it is telling a story, and it takes us back to that childhood notion of storytelling and it’s a comfortable place to be.”

And from there the battle for best Christmas advert, as it is know it today, began.

How to sell during a cost of living crisis

But as Christmas approaches this year, almost half (48%) of Brits have said they are planning to cut down on purchases – including festive activities and gifts – to save money, according to a report from Barclaycard.

Of these consumers, six in 10 will be spending less on gifts for family and friends, 44% will cut back on festive food and drink, including turkey and mulled wine, and two-fifths will curb their spending on Christmas parties and socialising.

Ms Hardcastle said John Lewis made the right choice picking a lower-priced toy as their feature product – the £35 skateboard.

She said: “This understands where people are right now. If they had put a £200 product on there, there would have been an immediate backlash of ‘how are people meant to afford this?'”

EMBARGOED TO 0001 THURSDAY NOVEMBER 10 Undated handout image issued by John Lewis and Partners of their 2022 Christmas advert "The Beginner", which launches qat 8,00am on Thursday. The campaign is set to a soundtrack of All The Small Things, a cover of the Blink 182 song by Mike Gier, and raises awareness of children in care. Issue date: Thursday November 10, 2022.

Brands ‘played it safe’

Matt Bourn, from the Advertising Association, said: “It is clear that advertisers and their agency and media partners are sensitive to the mood of the nation, the importance of being together, gifting and helping people to celebrate despite the geopolitical issues impacting us all.”

But Dr Hanlon said most of this year’s adverts “fell flat”, which indicates brands “don’t want to demonstrate they are spending millions on an ad when people are wearing extra jumpers and not putting the heating on”.

“I don’t think this year was meant to be a year for an iconic advert,” added Ms Hardcastle.

But she said she understands why brands have played it safe: “To have got it wrong this year, you would have been as villainous as the queue-jumping scandal.

“I think everyone just wants to say, let this Christmas be kind, let this Christmas be safe.

EMBARGOED TO 0001 THURSDAY NOVEMBER 10 Undated handout image issued by John Lewis and Partners of their 2022 Christmas advert "The Beginner", which launches qat 8,00am on Thursday. The campaign is set to a soundtrack of All The Small Things, a cover of the Blink 182 song by Mike Gier, and raises awareness of children in care. Issue date: Thursday November 10, 2022.

“And that’s how we feel about Christmas this year ourselves. No one’s telling you, they’re going to do some massive flash thing.

“Everyone’s saying we just going to keep it simple. We’re just going to go back to basics, getting the family together, with fewer presents, maybe a bit less food, and the currency of the adverts fits in with that.”

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Poundland to stop paying rent at hundreds of stores in rescue deal

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Poundland to stop paying rent at hundreds of stores in rescue deal

Poundland will halt rent payments at hundreds of its shops if a restructuring of the ailing discount retailer is approved by creditors later this summer.

Sky News has learnt that Poundland’s new owner, the investment firm Gordon Brothers, is proposing to halt all rent payments at so-called Category C shops across the country.

According to a letter sent to creditors in the last few days, roughly 250 shops have been classed as Category C sites, with rent payments “reduced to nil”.

Poundland will have the right to terminate leases with 30 days’ notice at roughly 70 of these loss-making stores – classed as C2 – after the restructuring plan is approved, and with 60 days’ notice at about 180 more C2 sites.

The plan also raises the prospect of landlords activating break clauses in their contracts at the earliest possible opportunity if they can secure alternative retail tenants.

In addition to the zero-rent proposal, hundreds of Poundland’s stores would see rent payments reduced by between 15% and 75% if the restructuring plan is approved.

The document leaves open the question of how many shops will ultimately close under its new owners.

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A convening hearing has been scheduled for next month, while a sanction hearing, at which creditors will vote on the plan, is due to occur on or around August 26, according to one source.

The discounter was sold last week for a nominal sum to Gordon Brothers, the former owner of Laura Ashley, amid mounting losses suffered by its Warsaw-listed owner, Pepco Group.

Poundland declined to comment.

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Israel-Iran conflict poses new cost of living threat – here’s why

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Israel-Iran conflict poses new cost of living threat - here's why

The UK’s cost of living crisis hangover is facing fresh pressure from the Israel-Iran conflict and growing tensions across the Middle East.

Whenever the region, particularly a major oil-producing country, is embroiled in some kind of fracas, the potential consequences are first seen in global oil prices.

The Middle East accounts for a third of world output.

Money latest: ‘Unusual movement’ in house prices

Iran’s share of the total is only about 3%, but it is the second-largest supplier of natural gas.

Add to that its control of the key Strait of Hormuz shipping route, and you can understand why any military action involving Iran has huge implications for the global economy at a time when a US-inspired global trade war is already playing out.

What’s happened to oil prices?

Global oil prices jumped by up to 13% on Friday as the Israel-Iran conflict ramped up.

It was the biggest one-day leap seen since Russia invaded Ukraine in February 2022, which gave birth to the energy-driven cost-of-living crisis.

From lows of $64 (£47) a barrel for Brent crude, the international benchmark, earlier this month, the cost is currently 15% higher.

Iran ships all its oil to China because of Western sanctions, so the world’s second-largest economy would have the most to lose in the event of disruption.

Should that happen, China would need to replace that oil by buying elsewhere on the international market, threatening higher prices.

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How the Middle East conflict escalated

How are natural gas prices holding up?

UK day-ahead prices are 15% up over the past week alone.

Europe is more dependent on Middle East liquefied natural gas (LNG) these days because of sanctions against Russia.

The UK is particularly exposed due to the fact that we have low storage capacity and rely so much on gas-fired power to keep the lights on and for heating.

Israel-Iran latest: Tehran threatens to leave nuclear treaty

The day-ahead price, measured in pence per therm (I won’t go into that), is at 93p on Monday.

It sounds rather meaningless until you compare it with the price seen less than a week ago – 81p.

The higher sum was last seen over the winter – when demand is at its strongest.

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Aftermath of Iranian missile strike in northern Israel

What are the risks to these prices?

Market experts say Brent crude would easily exceed $100 (£74) a barrel in the event of any Iranian threats to supplies through the Strait of Hormuz – the 30-mile wide shipping lane controlled by both Iran and Oman.

While Iran has a history of disrupting trade, analysts believe it will not want to risk its oil and gas income through any blockade.

What do these price increases mean for the UK?

There are implications for the whole economy at a time when the chancellor can least afford it, as she bets big on public sector-led growth for the economy.

We can expect higher oil, gas and fuel costs to be passed on down supply chains – from the refinery and factory – to the end user, consumers. It could affect anything from foodstuffs to even fake tan.

Increases at the pumps are usually the first to appear – probably within the next 10 days. Prices are always quick to rise and slow to reflect easing wholesale costs.

Energy bills will also take in the gas spike, particularly if the wholesale price rises are sustained.

The energy price cap from September – and new fixed-term price deals – will first reflect these increases.

Read more:
How conflict between Israel and Iran unfolded
UK advises against all travel to Israel
Explosions over Jerusalem as missiles ‘detected’ by IDF

How does this all play out in the coming months?

So much depends on events ahead.

But energy price rises are an inflation risk and a potential threat to future interest rate cuts.

While LSEG data shows financial markets continuing to expect a further two interest rate cuts by the Bank of England this year, the rate-setting committee will be reluctant to cut if the pace of price growth is led higher than had been expected.

At a time when employers are grappling with higher taxes and minimum pay thresholds, and consumers a surge in bills following the ‘awful April’ hikes to council tax, water and other essentials, a fresh energy-linked inflation spike is the last thing anyone needs.

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Farming: Cost of rural crime in Wales at its highest in more than a decade

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Farming: Cost of rural crime in Wales at its highest in more than a decade

The cost of rural crime in Wales is at its highest in more than a decade, a new report has revealed.

Last year, rural crime cost an estimated £2.8m in Wales, according to insurance provider NFU Mutual.

That’s an 18% increase on the previous year, with Wales the only UK nation to have seen a rise.

For farmers like Caryl Davies, that makes their work harder.

The 21-year-old farms on a beef and sheep farm in Pembrokeshire.

She told Sky News that having the quad bike stolen from her family farm last August had made them feel “really unsafe at home”.

Caryl Davies's farm in Eglwyswrw, Pembrokeshire
Pic: Tomos Evans (no credit needed)
Image:
Caryl Davies farms in North Pembrokeshire

The fact it happened in such a rural area was a “really big shock” for Ms Davies and her family.

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“We’d rely on the bike day in day out, to look after our cows and sheep, and it’s had a really negative impact on us,” she said.

The cost of replacing a bike exactly like theirs would be “close to £10,000”.

“They’re a really expensive piece of kit, but you can’t be without them, especially in these rural areas where we’ve got the mountain and maybe places that aren’t very accessible,” she added.

“The bike is totally crucial for our day-to-day running of the farm.”

Caryl Davies
Image:
Caryl Davies

The incident was caught on camera in the calving shed, but the Davies family have since invested in an enhanced CCTV system. That comes at an additional cost.

“For some farmers, this is spare money that we haven’t really got,” Ms Davies added.

“Farming is hard enough as it is, without people stealing your things and having to spend this extra money on making your home farm safe.”

The total cost of rural crime across the UK has fallen since 2023 – down from £52.8m to £44.1m.

Quad bike and All Terrain Vehicles (ATVs) remained the top target for thieves during the past year, NFU Mutual’s figures show.

James Bourne farms in Pontypool, Torfaen, and claims to have had over 200 sheep stolen from common land adjoining his farm over a four-year period.

The 32-year-old told Sky News that losing sheep from his herd was a “big hit” on his business as well as the young family he is trying to support.

“The way agriculture is at the moment anyway, we’re struggling to make ends meet, and any profit that is in it is obviously being taken from me,” he said.

“So I really need to try and find out and get to the bottom of where they’re going because obviously it’s an ongoing issue.”

James Bourne
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James Bourne

Andrew Chalk, from NFU Mutual, told Sky News that while there had been a “significant drop” across the UK, there were “worrying signs”.

“In Wales, especially, rural crime’s gone up which just shows that organised criminals are looking for ways to target the countryside again and again,” he said.

“What we’ve found increasingly is that organised criminals are targeting certain areas of the countryside, so they’re hitting multiple farms in one night.

“They’re raiding them, they’re moving away to another area and then hitting multiple farms there. So it is hugely concerning.”

Andrew Chalk
Image:
Andrew Chalk

Mr Chalk said NFU Mutual had also heard reports of criminals using drones and other equipment to “look at the lay of the land”.

“What it does show is that organised criminals are always going to find new ways to target rural crime and that’s why we need to be on top of it and to work together to actually disrupt them,” he added.

Police forces in Wales say they are aware of the “significant impact” that rural crimes have on those affected.

A Dyfed-Powys Police spokesperson said the force had acquired new technology to help combat rural crime, including “advanced DNA asset-marking kits” and hopes to “empower farmers with effective tools and advice”.

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Wales’s first minister hails spending review as ‘big win’

The spokesperson acknowledged the difficulty of patrolling the entire police force area, “given the huge area” it has to cover, and thanked rural communities for their “continuing vigilance and for reporting any suspicious activity”.

Temporary Chief Superintendent Jason White, from Gwent Police, said the force would be “increasing resources” within the rural crime team throughout this financial year and urged anyone in a rural area who believes they have been a victim of crime to get in touch.

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