John Lewis has recently launched its Christmas shops in 35 locations, gearing up for the festive season.
- The retailer’s initiative brings Christmas decorations and gifts into dedicated areas for the first time in 15 stores.
- John Lewis is reintroducing exciting festive activities, including a Quality Street pick and mix and new Lego workshops.
- The Christmas product range includes unique items like a pink Christmas tree and upcycled sari decorations.
- Customer interest is high, with sales of individual baubles and wrapping paper soaring compared to last year.
John Lewis has initiated the festive season by unveiling its Christmas shops in 35 of its stores. This marks a significant organisational effort as the retailer consolidates its Christmas offerings, such as trees, baubles, and gifts, within dedicated spaces in 15 new locations.
To enhance customer experience and engagement, John Lewis is bringing back its popular Quality Street pick and mix. Additionally, the retailer is introducing new Lego ‘Make and Take’ workshops across 14 stores, along with personalised Tony’s Chocoloney gift boxes, reflecting its commitment to offering interactive shopping experiences.
Among the notable introductions this year is a unique pink Christmas tree, adorned with the new ‘Sugar & Spice’ decorations, aimed at creating a statement piece. Further diversifying its product line, John Lewis introduces ‘Pri Pri’, a brand that offers wreaths and decorations made from upcycled saris, highlighting a blend of tradition and sustainability.
The retailer’s online Christmas shop, which launched the previous month, is witnessing a surge in demand with sales of individual baubles increasing by 130% compared to last year. Similarly, sales data shows an 87% rise in wrapping paper purchases, indicating a heightened consumer enthusiasm for festive preparations.
The Head of Christmas at John Lewis, Lisa Cherry, expressed excitement regarding the curated seasonal offerings. According to Cherry, this year’s collection, particularly the introduction of the pink Christmas tree, is expected to be a standout choice for customers. Furthermore, the inclusion of products like Pri Pri decorations not only provides aesthetic variety but also aligns with eco-friendly initiatives.
John Lewis is strategically enhancing its festive offerings, reflecting a deep understanding of consumer trends and preferences for the 2024 Christmas season.
