Christmas adverts have started on TV conjuring up sentimentality, nostalgia, and joy. But as the cost of living soars, some have opted for a more muted approach to campaigning this year. John Lewis’s advert, featuring a foster family, was less about buying things and more about kindness to someone else who might need it. But some retail experts warned scenes of bountiful buffets in other ads were out of touch as families struggle with rising prices. Tesco and Lidl have both put an emphasis on price and affordability in their messaging, at a time when many families are facing rising grocery bills. ‘There clearly is a more muted tone this year, which is fitting for the time we're going through,’ said a spokesperson for Mintel.