Christmas Number 1 contenders 2024: Sam Clegg – Send Me a Sign

As the UK's biggest chart race – the Official Christmas Number 1 – is close to getting underway, Official Charts is kicking off the festive season's favourite pop battle by spotlighting this year's key players.

Next up is Send Me a Sign, a heartfelt charity single by independent artist Sam Clegg, whose Christmas Number 1 campaign is very much a grassroots effort.

Sam, who hails from Keighley in West Yorkshire, made the song and its John Lewis advert-inspired video for just £500 (!). He's donating proceeds from the song to Re-engage and Friends of the Elderly, two charities that offer support to older people experiencing loneliness.

The emotive video, which you can watch below, shines a spotlight on the way loss and loneliness can affect the elderly in particular.

Here's a bit of backstory on the project. Sam, 26, works in marketing by day, but also does freelance music and video production as well as writing and producing his own songs.

As a child, he was deeply moved by the 2012 John Lewis Christmas advert, which followed a snowman's journey to buy his snow-wife a gift. As you may remember, it was gorgeously soundtracked by Gabrielle Aplin's chart-topping cover of Frankie Goes to Hollywood's The Power of Love.

He also loved the following year's John Lewis Christmas advert featuring a bare and a hare, which was soundtracked by another Number 1 hit, Lily Allen's lovely cover of Keane's Somewhere Only We Know.

Sam tells Official Charts: "Over time, I always wanted to create something similar [and] in 2020, during the lockdown, I personally experienced loneliness and sadness, which naturally influenced my songwriting. That year, with campaigns focused on helping vulnerable people, I decided to pair my music with visuals inspired by John Lewis adverts. It’s become a Christmas tradition that I've loved to do ever since."

MORE: Unsung heroes of festive pop: An Official Charts investigation

Sam's 2020 song Don't Let Me Go climbed to Number 14 on the Official Singles Sales Chart. but Send Me a Sign has bested this already by making it to Number 1 on the same chart.

Meanwhile, the video has attracted over two million YouTube views and a TikTok in which Sam explains the song's origins has been watched more than 370,000 times. At this point, he's definitely making headway in the race for Christmas Number 1. 

"I believe the song resonates with so many people because it touches on themes of loneliness and loss, which aren't often acknowledged in mainstream Christmas music," Sam tells Official Charts. "The title, Send Me a Sign, has struck a chord with people who may be longing for reassurance – whether from a loved one who has passed away, someone they’ve lost touch with, or even as a sign to reconnect with someone."

He adds: "Christmas is a time of spiritual connection for many, and countless people have shared how deeply they connect with the lyrics."

In a way, Sam's song has won already by resonating on an emotional level with so many listeners but keep checking back on OfficialCharts.com to see how it fares in the Christmas Number 1 race.

When will the 2024 Christmas Number 1 be revealed?

This year's Official Christmas Number 1 race 2024 kicks off Friday December 13 with sales and streams counting up until midnight (11.59pm) on Thursday, December 19.   

Tune in to The Official Chart on BBC Radio 1 on Friday December 20 from 4pm to hear the Christmas Top 40 countdown and the exclusive reveal of the Official Christmas Number 1 2024. 

The full Top 100 Official Christmas Singles Chart and Albums Chart will be published on OfficialCharts.com from 5.45pm. 

Join the conversation now using the hashtag #XmasNo1. Follow @OfficialCharts on TikTok, Instagram, Twitter and Facebook. For all the latest race updates join the Official Charts mailing list for Breaking News on this year’s race and beyond.