By bizn_fun 
The theme of community and affordable, practical cheer, is also present in the M&S food advert.
The ad sees the return of Dawn French as a festive fairy, and she also appears as herself.
We see the actress and comedian stuck in gridlocked traffic, but with a wave of the fairy’s wand, a delivery truck is converted into a Christmas party.
The festive snacks served at the party are modest and a far cry from the tables of food that we’ve seen in past adverts.
But not all of the retailers have toned it down this year.
Beauty retailer Sephora’s advert stars none other than Mariah Carey as an angel.
She later transforms into a Santa Claus bodysuit, and takes off in a sleigh filled with bags of shiny gifts.
Experts say that as a whole, this year’s adverts are reflecting the fact many shoppers will be worrying about costs this Christmas.
“Value framing is part of the campaign this year,” said Shuttleworth. “And of course that’s relevant this Christmas.”
“We’re seeing themes that reflect the world as we actually live it,” agrees Hardcastle.
“Audiences don’t want fantasy; they want recognition. It’s proof that even at Christmas, the stories that move us most are the ones that see us.”