I’m not sold on the new John Lewis advert – customers can make their own choices

Charity is obviously important at the moment, as is saving iconic shopping brands we might lose. But I’m not sure this is the way to do it, writes Janet Street-Porter

John Lewis claims the ad isn’t about anything as common as shopping – it aspires to higher territory than base consumerism (John Lewis & Partners)

It’s been a crap year for retailers. Everyone, except supermarkets and Amazon (naturally), is struggling to stay afloat.

From small shops to iconic department stores, profits have plummeted. Currently, high streets are grim and deserted, as the majority of retailers remain closed unless they are selling government-approved “essentials”. That’s hard if your business sells beautiful sweaters, pretty shoes, rugs, paintings and prints – anything that might lift the spirits as a seasonal gift to a loved one (or yourself).

In spite of a slight uptick during the summer, one in five stores will now have closed for good. That includes household names like Monsoon, Cath Kidson, Warehouse and more than 20 branches of Debenhams. The survivors are pinning their hope on Christmas.