The pink Christmas tree, part of the ‘Sugar and Spice’ trend available from John Lewis.
With just 118 sleeps until the big day, John Lewis launches its online Christmas shop, with trees, baubles and wreaths all available for organised festive shoppers to buy now. Customers are already getting into the festive spirit with searches for ‘Christmas tree decorations & baubles’ up 30% vs last year.
This year supersized wreaths and oversized bows are expected to take centre stage as ‘doorscaping’ and playing with scale become popular trends. Trees are also getting bigger, as our 8ft tree returns following popular demand. 2024 sees the debut of the very first pink Christmas tree as part of the Sugar & Spice trend, a hue predicted to be a big hit for the festive period as customers continue to experiment with colour when decorating their homes.
Lisa Cherry, Christmas buyer (and Mrs Christmas to us), says: “This year, our Christmas themes celebrate the diverse spirit of Christmas and are inspired by a celebration of contrasts. Our four themes Sugar & Spice, Wisdom & Wonder, Dawn & Dusk and Trinket & Treasure have each been thoughtfully curated by our team of expert buyers and designers with the intention of bringing joy into the home this festive season. We know our customers eagerly anticipate the launch of the John Lewis Christmas shop, and we’re sure they’re going to love this year’s offer.”
John Lewis said its buyers believe Baubles make great gifts and keepsakes, and predict this trend will continue to grow with the introduction of more personalised baubles than ever, its top picks include:
For foodies: the retro style pizza slice, the felt sushi piece and the chocolate croissant
For nature lovers: the classic wooden acorn, the bronze mushroom and the cute glittery hedgehog
For disco fans: the disco ball cherries, the mirrorball mushroom and the christmas mix cassette tape
For the kitsch queen: bright green pickle, a topless selfie taking santa and an inflatable unicorn
For the one mad for metallics: a gold sequin peacock, a silver sequin bow and gold glass bauble
For the dog devotee: the crowned corgi, glasses wearing sausage dog and the tutu adorned poodle
John Lewis will have over 346 loose bauble options this year as well as 59 different boxed sets, giving customers lots of choice whatever their festive theme. Its buying teams also believe that food theme baubles will be popular, growing the offer by 85% for 2024. For the first time alphabet balloon baubles will be available to buy online with all A – Z letters on offer this year. The favourite Quality Street designs are also back, with a brand new Quality Street tin option.
Its team of in-house designers have embraced AI for the first time as part of the creative process to produce gift wrap and snowglobes, combined with more traditional techniques of hand-painting, collaging, block printing and lino cutting across the range. Pri Pri, a new brand founded by an alumni Partner, has been introduced to the offer with baubles and wreaths made from recycled sari’s. Nkuku returns for 2024 with more baubles than ever made of materials such as recycled glass, while Jellycat is brought into the John Lewis Christmas shop for the first time, sure to be a hit with ‘Jellycat’ searches up 100% YoY.
John Lewis said its commitment to glitter free cards, wrapping paper and crackers is unwavering with 100% of the John Lewis range being recyclable, plus its Trinket & Treasure theme is the first ever to be glitter free. The retailer said it also recognises that value is important for shoppers this year, as searches for ‘Christmas deals and offers’ have already risen vs 2023. Our 7ft pre lit Christmas trees will start at £179 (the lowest pre-lit price) while its 720 bulb basic LED lights have dropped by £15 and its most expensive individual bauble is only £12.
For early birds wanting to book in for in store Santa experiences, MyJL customers can start to book slots from the 30th August as experiences this year include tea parties and live story readings.
