Today, 25 September 2024, John Lewis opens its Christmas shop in 35 stores, with trees, baubles, gifting and wreaths all available for organised festive shoppers to start planning and buying now.
Lisa Cherry, head of Christmas at John Lewis, says: “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.”
As predicted by the retailer’s 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. We have 346 individual bauble styles this year with the Hare with Wreath Felt Tree Decoration, Snowflake Bauble and Disco Ball Cherries all being bestsellers so far.
For the first time across 15 stores John Lewis has brought all of its Christmas foliage pieces together in one place to draw in and inspire customers. Last year, full priced sales of greenery were up 49% so the retailer said it knows foliage is somethingcustomers love, in particular for the festive season. With sales of wreaths and garlands both rising, it expects 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 has 32 styles of wrapping paper this year each designed by an in-house team including best selling lines Gingerbread People Wrapping Paper, Festive Dogs Wrapping Paper and Merry Christmas Wrapping Paper. John Lewis said its commitment to glitter free cards, wrapping paper and crackers is unwavering with 100% of the John Lewis range being recyclable.
In store, expect to see a range of festive activities from favourite brands including:
Quality Street – Returns for 2024 with exclusive decorations, pick & mix tins and coffee creme flavour
Tony’s Chocolonely – Offering 12 flavours of chocolate bars and an exclusive choose your own gift box
Kocktail – This year Kocktail introduce exclusive cocktail crackers as well as bottle personalisation in three stores
Fever-Tree – 2024 sees 11 exclusive spirit & mixer cracker pairings to pick & mix in store, 4 new cocktail gift sets and in store sampling
LEGO – moves into the Christmas shop for the first time, offering pop ups in 14 stores with ‘Make and Take’ workshops as well as seasonal lines such as a Santa’s sleigh with reindeers
Its ever popular Santa experiences return across 35 stores this year, with Grottos in Oxford Street and Liverpool. Customers will be able to choose from experiences such as Santa’s Storytime Tea Parties and Santa Craft Workshops. At each experience guests will partake in a group story reading, and have the chance for 1-1 meetings with Santa. Santa Paws will also return for customers who want to celebrate the festive season with their beloved pets. Tickets go on general sale from the 30th September. Alongside this, a range of engaging activities will take place in stores such as fragrance workshops, tree decorating classes and in store musical entertainment which customers can sign up to from the 14th October. Of course dogs are welcome in John Lewis stores too!
