While many hotly anticipate the annual launch of the John Lewis Christmas ad, its stores have slid in early launching their in-store Christmas shops 93 days before the big day.
With a little over 13 weeks to go, the festive season has officially begun. According to John Lewis plc, demand is surging across key categories, with searches for Christmas gift tags up by 50%, tableware up 25%, and stockings up 50%. Wrapping paper is topping shoppers’ lists, with the Gruffalo emerging as a sought-after design.
With many Millennial and Gen Z shoppers increasingly stepping away from digital screens in favour of a more analogue lifestyle1. John Lewis is embracing nostalgia as shoppers seek out retro classics. Vinyl record sales jumped 98%, prompting the launch of 17 new vinyl lines ahead of Christmas. Nostalgic tech is also thriving: sales of the retro Native Union Pop Phone spiked 186% last week alone. Sentimental shoppers can choose from a wide selection of retro decorations, including a 70s disco mouse, a miniature arcade game, a cassette tape, and a classic sketch toy. For families planning screen-free time over Christmas there is the exclusive Traitors game.
Embracing the ‘kidulting’ trend, classic characters such as Miffy and Snoopy feature within the Christmas shop, proving that nostalgia and family favourites appeal to all ages. Embracing the joy of cuddly toys, John Lewis has introduced a charming collection of loveable yetis, each with a unique personality with a distinctly British spin. Handbag charms have emerged as a popular trend this year, and these enchanting yeti characters are leading the charge. Available as exclusive furry baubles that double up as collectable bag charms, they seamlessly transition from festive tree decorations into stylish year round accessories.
The ever popular Santa’s tea party has returned to selected John Lewis stores for the festive season. Following the demand last Christmas, John Lewis is offering 28% more tickets, giving even more children the opportunity to enjoy the experience. This year, the tea parties will be more immersive and enchanting than ever before, with a special storytime hosted by Santa and his elves accompanied by hot chocolate, festive treats and a special gift from Danish toy construction brand PLUS-PLUS. 65% of tickets have already been sold to My John Lewis customers before going onto general sale on the 28th September.
Cydney Ball, Head of Christmas at John Lewis says:
“After months of planning, creating and bringing our vision to life, it’s incredibly exciting to finally open the doors to our Christmas shop and share it with our customers. Christmas at John Lewis is about so much more than finding the perfect gift or ornament for the tree. It’s about the anticipation, the nostalgia and those little moments that make the season feel magical. We can’t wait for our customers to step inside and start their Christmas story with us.”
