The retailer will launch  an £18m multichannel Christmas ad campaign for Littlewoods and on Sunday.

The ads will run on satellite TV, in the national press and online.

Shop Direct’s TV ad for features presenters Holly Willoughby and Fearne Cotton (pictured), who have collaborated to design a womenswear range for the etailer.

The TV ads for Littlewoods, which star Shop Direct staff, will highlight the option for shoppers to pay for Christmas in instalments.