Which is why John Lewis' annual yuletide offering is also the most heavily-guarded secret in the biz, with the store taking extraordinary measures to make sure even the slightest details aren't leaked to the press; although, this year some Scrooge spilled all about Sir Elton John's appearance way back in September.
Earlier this year when speculation began to circulate regarding the John Lewis Christmas advert, it was reported Elton would be receiving a large sum for his input.
This year's ad is titled, "The Boy and the Piano" and is set to the soundtrack of Elton's first big hit, Your Song.
Having reportedly donated his £5 million fee to his charity, the Elton John Charitable Trust, Elton's husband David Furnish admitted that making the ad was an emotional experience for the star. The final scene shows a young Elton John (in the most adorable pjs, we might add) running down to see his mum and grandmother on Christmas day, and opening his present - a piano.
It's not the first time that "Your Song" has been used in a John Lewis Christmas advert, as Ellie Goulding's cover was used back in 2010.More news: Rockets To Waive Carmelo Anthony Soon
But one fan was converted, writing: "They've pulled it off this year - I normally don't like the John Lewis ads but this made me cry and it's got me".
"The ad is absolutely fantastic and I've truly loved every minute of being a part of it".
The almost two-and-a-half minute ad tells the story of Elton's first piano and how it was "more than just a gift" and helped him become the musical icon he is today.
He said: "I think Elton has enjoyed the process of making this tremendously".
The John Lewis adverts have become as much a signal that Christmas is coming as the Coca Cola truck adverts.