The first batch of Christmas ads are in, and (perhaps unsurprisingly) retailers and supermarkets seem to be first to the party.
This year's themes seem to fall into two categories:
a) super expensive looking, CGI-laced mini-fantasy adventures; and
b) super ordinary and 'authentic' regular-British-Christmas-at-home type affairs.
They're all pretty cheerful, no bad thing!
I haven't seen any which tug on the old heart strings yet, but let's see what the next batch of fresh ads brings.
Ho ho hopefully something brand new and exciting.
Argos, Asda and Lidl are among the UK's first major retailers to launch their 2017 Christmas adverts, as the countdown to the big day begins.