John Lewis has opened its Christmas shop in 35 stores, with trees, baubles, gifting and wreaths all available for organised festive shoppers to start planning and buying now.
As predicted by its expert buying teams, disco balls and bows have already been customer favourites, with the maximalism trend proving popular. Charlie Murray, Christmas Buyer, believes individual baubles will be particularly popular this year with sales already +130% vs last year, as customers shop them both for home decoration and for gifting.
Lisa Cherry, Head of Christmas at John Lewis, said: “We know our customers come to John Lewis for all their festive inspiration, from thoughtfully curated home decorations to specially selected gifting options. This year I’m particularly excited by our first ever pink Christmas tree, it’s a real statement maker and feels extra special when decorated with our kitsch Sugar & Spice decorations.
“Pri Pri is also new this year, founded by ex John Lewis partner Priya, the brand creates wreaths and decorations from upcycled saris. I feel sure that our considered and exciting Christmas ranges for 2024 are going to be loved by our customers bringing joy to their homes.”
For the first time across 15 stores John Lewis brought all of its Christmas foliage pieces together in one place to draw in and inspire our customers.
It reported that last year, full priced sales of greenery were up 49% so we know foliage is something our customers love, in particular for the festive season. With sales of wreaths and garlands both rising, we expect doorscaping to be key this year. Think double wreaths, oversized bows and festive light displays.
Customers seem to be thinking ahead to the organisation of the big day, with sales of wrapping paper up +87% vs last year. John Lewis stated that it has 32 styles of wrapping paper this year each designed by its in-house team including best selling lines Gingerbread People Wrapping Paper, Festive Dogs Wrapping Paper and Merry Christmas Wrapping Paper.
It also revealed that the retailer’s commitment to glitter free cards, wrapping paper and crackers is unwavering with 100% of the John Lewis range being recyclable.
