John Lewis opens Christmas shops early as festive sales surge

John Lewis has opened its Christmas shops across every UK branch more than 13 weeks before the big day after reporting a sharp rise in searches and sales for festive favourites.

Christmas has officially arrived on the high street - more than 13 weeks before the big day itself.

The Christmas Shop at the John Lewis store in London's Oxford Street | Ben Whitley/PA Wire

placeholder image — The Christmas Shop at the John Lewis store in London's Oxford Street | Ben Whitley/PA Wire

Department store giant John Lewis has launched its Christmas shops across every single branch following a surge in early shopper demand.

John Lewis shoppers and staff at a preview of the store's Christmas Shop | Ben Whitley/PA Wire

Festive preparations are already well underway for many, with searches for gift wrap jumping fivefold on last year. Searches for charity Christmas cards are up by 75%, while sales of Christmas crackers have already risen by 25%.

The retailer's seasonal spaces are now stocking everything from trees, lights and tableware to baubles, gifts and wrapping paper.

Cydney Ball, head of Christmas at John Lewis, said: “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.”

A staff member puts a wine themed decoration on a Christmas tree during the preview of the Christmas floor at the John Lewis store in London's Oxford Street | Ben Whitley/PA Wire

Nostalgia appears to be driving early shopping habits. The chain reported customers are seeking out “retro classics”, with sales of the Native Union Pop Phone jumping 186% in the space of just one week.

Nostalgic baubles and decorations lining the shelves this year include a 70s disco mouse, a miniature arcade game, a cassette tape, and a classic sketch toy.

Every store will also be running in-person demonstrations and talks, featuring tips on how to curate a winter capsule wardrobe, how to dress a festive dinner table, and a dedicated ‘treetorial’ on styling the Christmas tree.

John Lewis is far from the only retailer ringing the festive bells early. Fellow high-end department stores Liberty and Selfridges have also turned large areas of their stores into dedicated festive destinations.