Debenhams has joined department store rival John Lewis in launching its Christmas ad campaign online prior to its TV debut.

The 60-second ad, which will appear on TV tomorrow during the X Factor, features scenes of people opening gifts from their loved ones. A voiceover at the end says: “Find your fabulous Christmas at Debenhams”.

The campaign is also running with the hashtag #foundit. Other elements of the initiative will include out-of-home and print advertisements.

A Debenhams spokeswoman said the campaign is a “multi-million pound” investment, but declined to give an exact figure on the spend.

Last month the department store group revealed its chief executive Michael Sharp plans to step down next year.

The starting gun has been fired on the race for Christmas sales as John Lewis also released its much-anticipated Christmas ad online this morning. Grocers including Waitrose, Aldi and Lidl also launched their festive ads this week.