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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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Bank of England warns of ‘sharp correction’ for markets if AI bubble bursts

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Bank of England warns of 'sharp correction' for markets if AI bubble bursts

The Bank of England sees trouble ahead for global financial markets if investors U-turn on the prospects for artificial intelligence (AI) ahead.

The Bank‘s Financial Policy Committee said in its latest update on the state of the financial system that there was also a risk of a market correction through intensifying worries about US central bank independence.

“The risk of a sharp market correction has increased,” it warned, while adding that the risk of “spillovers” to these shores from such a shock was “material”.

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Fears have been growing that the AI-driven stock market rally in the United States is unsustainable, and there are signs that a growing number of investors are rushing to hedge against any correction.

This was seen early on Wednesday when the spot gold price surpassed the $4,000 per ounce level for the first time.

Analysts point to upward pressure from a global economic slowdown driven by the US trade war, the continuing US government shutdown and worries about the sustainability of US government debt.

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US government shuts down

The political crisis in France has also been cited as a reason for recent gold shifts.

Money has also left the US dollar since Donald Trump moved to place his supporters at the heart of the US central bank, repeatedly threatening to fire its chair for failing to cut interest rates to support the economy.

Jay Powell’s term at the Federal Reserve ends next spring but the White House, while moving to nominate his replacement, has already shifted the voting power and is looking to fire one rate-setter, Lisa Cook, for alleged mortgage fraud.

She is fighting that move in the courts.

Financial markets fear that monetary policy will no longer be independent of the federal government.

“A sudden or significant change in perceptions of Federal Reserve credibility could result in a sharp repricing of US dollar assets, including in US sovereign debt markets, with the potential for increased volatility, risk premia and global spillovers,” the Bank of England said.

British government borrowing costs are closely correlated with US Treasury yields and both are currently elevated, near multi-year highs in some cases.

It’s presenting Chancellor Rachel Reeves with a headache as she prepares the ground for November’s budget, with the higher yields reflecting investor concerns over high borrowing and debt levels.

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‘Is the Bank worried about recession risk?’

On AI, the Bank said that 30% of the US S&P 500’s valuation was made up by the five largest companies, the greatest concentration in 50 years.

Share valuations based on past earnings were the most stretched since the dotcom bubble 25 years ago, though looked less so based on investors’ expectations for future profits.

A recent report from the Massachusetts Institute of Technology found that 95% of businesses that had integrated AI into their operations had yet to see any return on their investment.

“This, when combined with increasing concentration within market indices, leaves markets particularly exposed should expectations around the impact of AI become less optimistic,” the statement said.

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Gold smashes past $4,000 per ounce but there is good reason to be worried

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Gold smashes past ,000 per ounce but there is good reason to be worried

An extraordinary milestone was achieved overnight for the price of gold.

The spot gold price topped $4,000 an ounce for the first time on record – and futures data suggests no let up in its upwards momentum for the rest of 2025.

It was trading at $4,035 early on Wednesday morning.

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It has risen steadily since Trump 2.0 began in January, when it stood at a level around $2,600.

Sky News was quick to report on the early reasons for a spike in the price when heavy outflows were witnessed at the Bank of England.

Gold has traditionally been seen as a safe haven for investors’ money in tough times.

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There has been plenty to worry about this year – not all of it down to Donald Trump.

Analysts say the surge during 2025 can be partly explained as a hedge against the US trade war and the resulting slowdown in the global economy, which has hit demand for many traditional growth-linked stocks and the dollar.

Wider economic and geopolitical uncertainty, such as the tensions in the Middle East and concerns about the sustainability of US government debt levels, have also been at play.

Over this week, the political crisis in France and the implications of the continuing US government shutdown have been driving forces.

But there is one other, crucial, factor that has entered the equation, particularly since the end of the summer.

Many analysts say that gold has become a collective hedge against the possible implosion of the AI-driven boom for technology stocks in the US.

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Nvidia CEO backs UK in AI race

Despite a few wobbles, there have been almost endless headlines around record values for such shares, with most investment seen as a big bet on the future rather than current earnings.

Around 35% of the market capitalisation of the S&P 500 Index trades at more than 10 times sales, according to investment firm GQG.

AI leaders such as Nvidia and companies investing big in their capabilities see huge rewards ahead in terms of both productivity and profits.

But a recent report from the Massachusetts Institute of Technology found that 95% of businesses that had integrated AI into their operations had yet to see any return on their investment.

Ahmad Assiri, research strategist at the spread betting provider Pepperstone, said gold’s $4,000 level would test appetite but the outlook remained positive for now, given all the global risks still at play.

“Selling gold at this stage has become a high-risk endeavour for one simple reason, conviction.

“Institutions, central banks and retail investors alike now treat dips as a buying opportunity rather than a sign of exhaustion. One only needs to recall the $3,000 level just six months ago, reached amid the tariff headlines, to understand how sentiment has shifted.

“This collective behaviour has created a self-reinforcing cycle where every pause in momentum is met with renewed buying.

“Gold has evolved from a traditional hedge during uncertainty into what could be described as a conviction trade, an asset whose value transcends price, reflecting deeper doubts about policy credibility and the erratic course of fiscal decision-making.”

It all suggests there is good reason for momentum behind this gold rush and that more stock market investors could soon be running for them there hills.

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It’s now almost impossible to work your way to riches, says report into growing wealth gap

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It's now almost impossible to work your way to riches, says report into growing wealth gap

Britain’s wealth gap is growing and it’s now practically impossible for a typical worker to save enough to become rich, according to a report.

Analysis by The Resolution Foundation, a left-leaning think tank, found it would take average earners 52 years to accrue savings that would take them from the middle to the top of wealth distribution.

The total needed would be around £1.3m, and assumes they save almost all of their income.

Wealth gaps are “entrenched”, it said, meaning who your parents are – and what assets they may have – is becoming more important to your living standards than how hard you work.

While the UK’s wealth has “expanded dramatically over recent decades”, it’s been mainly fuelled by periods of low interest rates and increases in asset worth – not wage growth or buying new property.

Citing figures from the Office for National Statistics (ONS) Wealth And Assets Survey, the think tank found household wealth reached £17trn in 2020-22, with £5.5trn (32%) held in property and £8.2trn (48%) in pensions.

The report said: “As a result, Britain’s wealth reached a new peak of nearly 7.5 times GDP by 2020-22, up from around three times GDP in the mid-1980s.

“Yet, despite this remarkable increase in the overall stock of wealth, relative wealth inequality – measured by the share of wealth held by the richest households – has remained broadly stable since the 1980s, with the richest tenth of households consistently owning around half of all wealth.”

According to the think tank, this trend has worsened intergenerational inequality.

It said the wealth gap between people in their early 30s and people in their early 60s has more than doubled between 2006-08 and 2020-22 – from £135,000 to £310,000, in real cash terms.

Regional inequality remains an issue, with median average wealth per adult higher in London and the South East.

Could wealth tax be the answer?

The report comes seven weeks before Rachel Reeves delivers her budget on 26 November, having batted away calls earlier this year for a wealth tax.

Former Labour leader Lord Kinnock is among those to have called for one, in an interview with Sky News.

Read more from Sky News:
What is a wealth tax?
What wealth tax options could Britain have?

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Options for wealth tax

But speaking to Bloomberg last month, Ms Reeves said: “We already have taxes on wealthy people – I don’t think we need a standalone wealth tax.”

Previous government policies targeting Britain’s richest, notably a move to grab billions from non-doms, has led to concerns about an exodus of wealth. The prime minister has denied too many are leaving the capital.

Molly Broome, senior economist at the Resolution Foundation, said any wealth taxes would not just be paid by the country’s richest citizens.

She said: “With property and pensions now representing 80% of the growing bulk of household wealth, we need to be honest that higher wealth taxes are likely to fall on pensioners, southern homeowners or their families, rather than just being paid by the super-rich.”

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