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As Christmas gets nearer, British television screens are filled with heartwarming tales of lonely penguins, family reunions and homesick soldiers, in an attempt to get customers to part with their cash.The retailer is also doing roaring trade in little fluffy toys of loving penguins Monty and Mabel, and a range of related merchandise.Hot on their heels are the World War I soldiers imagined by supermarket Sainsbury's, whose three-minute ad tells the story of the Christmas truce between British and German forces in 1914 .Experts say the importance of Christmas in the trading calendar is persuading advertising agencies to try new things.John Lewis Christmas sales have increased for the past three years despite a difficult retail climate, and the first figures from this season suggest this trend will continue.
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