The department store chain’s Christmas marketing drive will include four 20-second TV adverts and run across digital, social media and print.

The ads, created by agency Mother, will debut on Friday evening on Channel 4.

Debenhams managing director of beauty and marketing Richard Cristofoli said: “Shoppers told us that the real joy of shopping comes from discovering the gift that you know the recipient is going to really love. We wanted to celebrate that moment.

“Department stores occupy a unique position in that they enable consumers to shop a variety of gifts under one roof – making it easy to find the perfect gift collection.

“With shoppers having to buy as many as 20 gifts for family and friends, we wanted to share a fist pump with the gifter rather than the giftee and celebrate those shoppers with the confidence of ‘do a bit of you know you did good’.”