Christmas has arrived early at John Lewis, with the retailer opening its festive shop 93 days before the big day as shoppers begin preparing for the season.
The department store has opened its Christmas shops across the country, with decorations, gifts, wrapping paper, tableware and Christmas trees now on display.
Early signs suggest shoppers are already getting into the festive spirit. Searches for gift tags have risen by 50%, while demand for Christmas tableware is up 25% and stockings by 50%. Searches for gift wrap have increased fivefold, while interest in charity Christmas cards has risen 75%.
Christmas crackers are also proving popular, with sales up 25%. The increase has been helped by the launch of a new Traitors-themed cracker.
One of the early standout decorations is a pop-culture-inspired mouse, which sold out within its first 48 hours of going on sale – earning what John Lewis has dubbed ‘Golden’ status.
Cydney Ball, Head of Christmas at John Lewis, said the opening marked the culmination of months of preparation.
“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,” she said.
“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.”
Nostalgia takes centre stage
This year’s Christmas collection reflects a growing appetite for nostalgia, particularly among younger shoppers looking for alternatives to an increasingly digital lifestyle.
Vinyl sales at John Lewis have risen 98%, prompting the retailer to introduce 17 new vinyl lines ahead of Christmas. Sales of the retro Native Union Pop Phone also jumped 186% last week.
The nostalgic theme continues across the Christmas decorations, with retro-inspired designs including a 1970s-style disco mouse, a miniature arcade game, a cassette tape and a classic sketch toy.
For families looking to spend less time on screens over Christmas, John Lewis is also offering an exclusive Traitors game.
The so-called ‘kidulting’ trend is making its way into the Christmas shop, with childhood favourites such as Miffy and Snoopy appearing alongside a new collection of cuddly yetis.
The yetis have been designed with their own personalities and a distinctly British character. They also tap into another popular trend: handbag charms. Sold as furry Christmas baubles, the decorations can later be used as collectable bag charms.
Among the more unusual decorations are a £8 popstar mouse, a retro sketch-inspired decoration and a cassette tape ornament.
Santa returns to John Lewis
Santa’s Tea Party will also return to selected John Lewis stores this Christmas after proving popular last year.
The retailer has increased the number of tickets available by 28%, giving more children the opportunity to attend. The experience will include storytime with Santa and his elves, hot chocolate, festive treats and a gift from Danish toy construction brand PLUS-PLUS.
Demand has already been strong. John Lewis said 65% of tickets had been sold to My John Lewis members before general sale begins on 28 September.
More than shopping
The festive programme will extend beyond the Christmas shop itself, with selected stores hosting experiences from brands including Hotel Chocolat and Biscuiteers.
Hotel Chocolat will offer customers the chance to discover their chocolate ‘Love Match’, while Biscuiteers will run a pick-and-mix biscuit pop-up with a keepsake tin.
For the first time, selected stores will offer on-the-spot personalisation for customers buying cashmere, allowing shoppers to add a personal touch to their purchase.
Seasonal masterclasses are also returning following last year’s success. Workshops for My John Lewis members will include candle making, prosecco bottle painting, wreath making and creating personalised bag charms.
Stores will also host talks covering everything from building a winter capsule wardrobe to decorating the Christmas tree and creating the perfect festive table.
With more than three months still to go until Christmas, John Lewis has already seen a clear rise in demand for festive products. The early opening suggests that, for many shoppers, the countdown has already begun.