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Consumers say multimillion-pound campaigns by stores such as John Lewis do little to influence their shopping

Christmas TV advertising campaigns have little if any impact on where the vast majority of consumers do their shopping, according to a new poll.

A survey of 11,500 consumers by shopping comparison website MoneySavingExpert.com revealed that just 1% said the adverts had a “big impact” on where they did their Christmas shopping, while 2% said it had “an impact”. One in 10 said the ads had a “rare impact” on them and may have subtly influenced them once or twice, but 69% said they had no impact whatsoever.

Related: Christmas adverts 2016: this year's main offenders

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