Waitrose & Partners responded: “So pleased you love the ad Sarah! Sorry we made you cry so early on a Thursday morning...just relieved it was tears of joy!”  "When your 5 year old

cries at a John Lewis advert you know it must be a good one!,” a third commented. Another tweeted: “This is too SAD. The happy ending doesn't make up for the rest of it being so sad.

Poor Edgar." One parent didn't like that fact that Edgar destroyed a snowman who bore a resemblance to Frozen's Olaf, writing: “Absolutely love Edgar. Unfortunately my 2 year

old is distraught that Edgar melted Olaf.”