Looking at the retail sector outlook through John Lewis Christmas adverts

I met up with Ian Wood earlier on in the week and he pointed out that this year’s John Lewis adverts are about giving a single present and by implication – don’t make it a crap one. So I decided to go back and have a look at previous years.

YearTitleAmount of presents that the hero of the advert receives/gives based on the particular storylineQ3 UK GDP numbers – as a predictor for the Q4 growth – via Office for National StatisticsQ4 UK GDP numbers as an indicator of how the economy performed in the Christmas periodDelta on the GDP values
2013Bear and the hare10.8%??
2012The Journey30.7%-0.2-0.9%
2011Christmas advert 20115* looking at boy’s room0.5%-0.1%-0.6%
2010Christmas Advert 201010.6%-0.4%-1.0%
20092009 Christmas Advert10.4%0.4%0.0%
2008From Me To You1-1.8%-2.1%-0.3%
2007Shadows2* brought in by each person1.20.2%-1.0%

More information
The Bear & The Hare
The Journey
Christmas advert 2011
Christmas Advert 2010
2009 Christmas Advert
From me to you
Shadows
Guardian data dump of UK GDP data from Office of National Statistics (ONS)