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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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US and China extend tariffs deadline again

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US and China extend tariffs deadline again

The world’s two largest economies, the US and China, have again extended the deadline for tariffs to come into effect.

A last-minute executive order from US President Donald Trump will prevent taxes on Chinese imports to the US from rising to 30%. Beijing also announced the extension of the tariff pause at the same time, according to the Ministry of Commerce.

Those tariffs on goods entering the US from China were due to take effect on Tuesday.

The extension allows for further negotiations with Chinese Premier Xi Jinping and also prevents tariffs from rising to 145%, a level threatened after tit for tat increases in the wake of Trump’s so-called liberation day announcement on 2 April.

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Apple boss gives Trump 24 karat gold gift

It’s the second 90-day truce between the sides.

The countries reached an initial framework for cooperation in May, with the US reducing its 145% tariff on Chinese goods to 30%, while China’s 125% retaliatory tariffs went down to 10% on US items.

A tariff of 20% had been implemented on China when Mr Trump took office, over what his administration said was a failure to stop illegal drugs entering the US.

More on China

Sector-specific tariffs, such as the 25% tax on cars, aluminium and steel, remain in place.

Chinese stock markets were mixed in response to the news, with Hong Kong’s Hang Seng down 0.08%

The Shanghai Composite stock index rose 0.46%, and the Shenzhen Component gained 0.35%.

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Wage rises slow as retail and hospitality jobs continue to fall

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Wage rises slow as retail and hospitality jobs continue to fall

The rate of wage rises in the UK continued to slow as the number of job vacancies and people in work fell, according to new figures.

Average weekly earnings slowed to 4.6% down from 5%, while pay excluding bonuses continued to grow 5%, according to data from the Office for National Statistics (ONS) for the three months to June.

It means the gap between inflation – the rate of price rises – and wage increases is narrowing, and the labour market is slowing. Inflation stood at 3.6% in June.

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The number of employees on payroll has fallen in ten of the last 12 months, with the falls concentrated in hospitality and retail, the ONS said. It came as employers faced higher wage bills from increased minimum wages and upped national insurance contributions.

As a result, it’s harder to get a job now than a year ago.

“Job vacancies, likewise, have continued to fall, also driven by fewer opportunities in these industries,” the ONS director of economic statistics, Liz McKeown, said.

The number of job vacancies fell for the 37th consecutive period and in 16 of the 18 industry sectors. Feedback from employers suggested firms may not be recruiting new workers or replacing those who left.

Unemployment remained at 4.7% in June, the same as in May.

The ONS, however, continued to advise caution in interpreting changes in the monthly unemployment rate due to concerns over the figures’ reliability.

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The exact number of unemployed people is unknown, partly because people do not respond to surveys and answer the phone when the ONS calls.

The worst is yet to come

Wage rises are expected to fall further, and redundancies are anticipated to rise.

“Wage growth is likely to weaken over the course of the year as softening economic conditions, rising redundancies and elevated staffing costs increasingly hinder pay settlements,” said Suren Thiru, the economics director of the Institute of Chartered Accountants in England and Wales (ICAEW).

“The UK jobs market is facing more pain in the coming months with higher labour costs likely to lift unemployment moderately higher, particularly given growing concerns over more tax rises in this autumn’s budget.”

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Tax rises playing ’50:50′ role in rising inflation

What does it mean for interest rates?

While wage rises are slowing, the fact that they’re still above inflation means the interest rate setters of the Bank of England could be cautious about further cuts.

Higher pay can cause inflation to rise. The central bank is mandated to bring down inflation to 2%.

But one more interest rate cut this year, in December, is currently expected by investors, according to data from the London Stock Exchange Group (LSEG).

The evidence of a weakening labour market provides justification for the interest rate cut of last week.

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Money Problem: ‘My husband is freelance and in hospital – how can I make sure we don’t lose our home?’

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Money Problem: 'My husband is freelance and in hospital - how can I make sure we don't lose our home?'

Every week, our Money blog team finds the answer to a reader’s financial problem or consumer dispute. Here’s our latest…

My husband is freelance and the breadwinner of the family. He is in hospital for an unknown length of time. Is there any support for us in the short term, so we can keep our home?
Anonymous

Our cost of living specialist Megan Harwood-Baynes tackles this one…

I am so sorry to hear this – I have recently been through something similar with my husband, and it can be really stressful when you add financial worries on top of medical issues.

To help you navigate the next steps, I’ve broken this up into what support you can get with your mortgage specifically, government help and some advice on the rest of your bills.

Help with housing

Your most immediate concern seemed to be housing (understandably). First, try not to panic – it is easy to skip to the thought of losing your home, but the last thing your mortgage lender is going to want to do is go through the hassle of repossession for what could just be a short-term issue.

Start by having a look through your insurance – certain types of insurance can help with mortgage repayments if your income falls due to sickness.

(If you don’t have this, make a note to consider taking it out for next time – you never know when something like this could happen again, and income protection insurance could make a huge difference in the future.)

Assuming you don’t have insurance coverage, the next step is to contact your lender. The sooner you do this, the better, as you’re more likely to have better options available to you before you miss a payment.

Things you can ask for include:

  • To lengthen the term of your mortgage;
  • To switch to interest-only repayments;
  • Ask about a temporary mortgage payment holiday.

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There are pros and cons to all of the above, which you should consider carefully.

For example, a mortgage holiday is only suitable as a temporary fix – remember, you are still racking up interest on your remaining mortgage. It will leave the balance and remaining payments higher than they were before.

If you have already missed a payment, you are now in mortgage arrears. This can damage your credit file, and yes, it could eventually lead to you losing your home. But there is still support to get you back on track. Again, contact your lender and ask them for support.

The UK’s biggest mortgage lenders and the Financial Conduct Authority agreed on a set of standards under Rishi Sunak’s government, known as the Mortgage Charter. Under this, lenders are obligated to offer tailored support to anyone struggling – whatever the right option is will depend on your circumstances – so go into discussions with the mindset that they are there to help you.

Government support

If your husband is freelance, you won’t be eligible for Statutory Sick Pay (SSP), but he will be able to claim Employment Support Allowance. This is for people who are self-employed, unemployed, classed as a student or who are employed but not eligible for SSP.

To apply, you will need to demonstrate that he is unable to work because of his illness or injury. The doctors should be able to provide a sick note and medical evidence for this.

You will need to make sure he has paid enough national insurance contributions. He should be able to check his records for gaps and then voluntarily fill them if need be.

He may also be eligible for a personal independence payment or PIP, which is for people living with disabilities or long-term health conditions.

In some cases, he may also be able to claim universal credit – this would be based on his monthly income before he went off sick.

As well as benefits, you may be entitled to a working-from-home tax rebate, or you could reclaim bank charges if you’ve incurred fees for going beyond your limit.

This seems overwhelming, I realise, so the best bet is to start by looking at the government’s benefits calculator.

You should also reach out to Citizens Advice or a charity such as Turn2us for advice from someone who can look at your situation in more detail.

If you aren’t yet in a debt crisis, I would caution against visiting a debt-counselling agency. They may push you towards declaring bankruptcy or an individual voluntary arrangement, which you may not need at this point. They are serious measures designed for those with few options left.

Pic: iStock
Image:
Pic: iStock

Help with bills and all the rest

Before you start missing payments on your bills, try to contact your utility companies first. Explain the circumstances – they are also obligated to help you.

You can claim support with your energy bills and any other costs. There’s no “one-size-fits-all” approach, so the best thing is to contact each of them individually.

Good luck, and I hope your husband recovers soon.

This feature is not intended as financial advice – the aim is to give an overview of the things you should think about. Submit your dilemma or consumer dispute via:

  • WhatsApp here
  • Or email moneyblog@sky.uk with the subject line “Money Problem”

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