It could be that Sky is showing Avatar in 3D on Christmas Eve. Or it could be the Attenborough effect - with Flying Monsters 3D set to air on Christmas Day.
Whatever the reason, 3D TVs are selling like hot cakes according to John Lewis.
Well, hot cakes may be a bit strong - it's more like lukewarm, or tepid cakes - but the popularity is definitely increasing.
The department store is reporting that it is flogging a 3D TV every 7 minutes and that these sales make up 15 per cent of the total TV sales, for sets over 40 inches.
John Kempner, buyer for vision at John Lewis said: "Our customers are early adopters of the latest technology and our sales of 3D TVs reflect this".
"Over the last two weeks, we have seen sales of 3D TVs almost double on previous weeks and with Sky 3D showing Avatar on Christmas Eve and Flying Monsters 3D with David Attenborough on Christmas Day, I believe this will have a significant effect on future sales".
John Lewis currently offers 37 varieties of 3D TV set, ranging from the £899 Samsung LE40C750R to the £4,999 Samsung UE55C9000.
Check out some of our 3D TV reviews:
And check out - Sky 3D - everything you need to know