Marks & Spencer Winning Christmas Social Media War

Marks & Spencer is winning the Christmas social media war with John Lewis a close second, according to research from media firm Kindred.

The research, which measured the number of mentions seven large retailer's TV campaigns had received, said M&S had 58.8 million mentions on Twitter and 160,000 interactions on Facebook.

M&S: causing a magical storm on Twitter

Its main rival John Lewis came second overall, receiving 45.9 million Twitter mentions - 16.5 per cent more than in 2012, marketing site The Drum reported. John Lewis had 71,000 interactions on Facebook.

Only those two of the seven campaigns had their own designated hashtag. Of those, John Lewis' #bearandhare was the clear winner with 28.000 mentions and the M&S tag #magicandsparkle received 3,500.

Meanwhile, Tesco was second in the Twitter rankings with 49.2 million mentions and Asda was second in the Facebook stakes with 87,000 interactions.

But Tesco had just 2,000 interactions on Facebook and Waitrose just 1,000.