The retailer confirmed it would increase spend after Wales Online reported social media would spend an even greater role in its Christmas campaign this year.
The news site quoted MD Andy Street as saying spend would increase. He also told the publication in July he didn't know what was featuring in the campaign. The article has since been updated but not to this point.
Like previous years, the campaign is expected first to break first on social media.
Street told Wales Online: "Our ad now launches on social media. It used to be waiting for the big reveal on X Factor but the big reveal now is on social media and YouTube."
John Lewis has already found itself centre of speculation as anticipation about its 2015 campaign mounts.
Sources told Marketing the Oasis track 'Half the World Away' is in the running to feature on the much-anticipated advert, though John Lewis confirmed the song and artist has yet to be confirmed.
Other industry rumours - which John Lewis rebutted and confirmed were incorrect - include speculation the ad will feature a boy visiting the moon.