How to answer "what are your career aspirations?"

I'm applying to WHSmiths and this is one of the application questions. How do I approach this question. Do I say what my actual career aspirations are, i.e. attend uni, complete a degree etc, or do I lie and say something like I hope to move up within the company/work within the retail sector? I'm assuming the latter would appeal to the employer more, but if they follow this up at the interview, I'm screwed because I'm a rubbish face to face liar. So what would be the most suitable answer to this question?

Some nonsense in this thread, Just lie!

Say your looking for a career in retail, their not going to provide training for you and then watch you swan off to University, point out that your ambitious and your a big fan of the company promoting from within (If they do that, make sure you research)

Y'know, unless you're going to want them to give you a good reference later on...

Also you really should learn how to use your/you're correctly