Department store puts cards and festivities online early with in-store sales starting soon
Christmas has come early to John Lewis as the department store group launched its annual online festive shop before the kids had gone back to school after the summer holidays.
Greeting cards – from publishers including Museums & Galleries, Caroline Gardner, Louise Mulgrew, Belly Button, The Proper Mail Company, Woodmansterne, Ruth Jackson, Susan O’Hanlon, Redback, Rachel Ellen, Stop The Clock, Wendy Jones-Blackett, Stormy Knight, Tache, Sara Miller, Rosie Made A Thing, Pigment, Paperlink, Cath Tate, Marina B, Penguin Ink, Ohh Deer, Little Green Paper Shop, James Ellis, The Art File, Rifle Paper Co, and Nineteen Seventy Three – own-brand giftwrap, crackers, advent calendars, and giftbags have their own tags on the website, alongside trees and decorations, decorating themes, prepping the home, and Christmas gifting.
Following the online launch on Thursday, 29 August, the chain’s 34 John Lewis shops across England, Scotland, and Wales are getting ready to roll out the seasonal cheer in-store from 27 September.
The company said customers are already getting into the festive spirit, with searches for Christmas tree decorations and baubles up 30% on last year, and it expects supersized wreaths and oversized bows to take centre stage this year as part of the popular door-scaping and playing with scale trends.
It noted Christmas trees are also getting bigger year on year as it brings back its 8ft tree due to popular demand, while Jellycat is also launching on the festive shop for the first time after searches of the plush toy brand are up 100% year on year.
John Lewis Christmas buyer Lisa Cherry said: “This year, our 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.”
