With 25 December just 91 days away, today John Lewis opens its Christmas Shop for customers looking for festive inspiration at its flagship store, Oxford Street – plus for the first time ever, virtually on Johnlewis.com.
Bringing the magic of Christmas to the high street and now direct to customers sitting on their sofas at home, the retailer has launched a 3D tour of the Oxford Street shop that customers can “walk” through and shop from at https://www.johnlewis.com/content/virtual-christmas-shop from today. Using footage captured from within the Oxford Street shop, customers can use their computer, smartphone or tablet to click through the virtual shop and see this year’s Christmas themes brought to life, clicking on tagged products to find out more and buy from johnlewis.com.
Looking to indulge in a little festive joy as respite, John Lewis customers are shopping for Christmas earlier than ever before (Christmas sales are +112% vs 2019) as they spread out the yule-tide admin: bringing some cheer into their homes sooner and avoiding the Christmas Eve crush. Sales of Christmas trees and decorations are up +232% and +156% respectively in comparison to last year. The flagship shop boasts its largest ever Christmas Tree forest, showcasing seven new festive trends and room sets as well as a one stop gift emporium.
Best-selling baubles to date have been:
- Pop Art Rainbow bauble (25% charitable donation to NHS charities)
- Art Nouveau Gin Decanter
- Bloomsbury Stack of Books
- Impressionism Onion Drip bauble
- Art of Japan Fan
Key features of the John Lewis 2020 Christmas Shop:
The Christmas Forest
Showcasing more trees than ever before the Christmas Forest has over 40 different styles to walk through ranging from 4ft to a staggering 9ft tall. The Symphony tree, exclusive to John Lewis, is the latest in festive technology: programmed to play music from seven Christmas classics, from Carol of the Sugar Plums to Deck the Halls, the tree performs a precise light show to complement each.
The home of Christmas
Customers can immerse themselves in seven themes this year, each finding inspiration from different artistic movements, these are showcased on the shop floor. Three key dining looks explore the Art of Japan, Impressionism, and Art Nouveau trends. Whilst a cosy living room is decorated in the Bloomsbury trend, the Renaissance trend adds a touch of glamour and highlights the beautiful hand-blown baubles in soft pastel shades. The final seventh theme is the Pop Art trend, a space for children to choose their favourite decorations and parents can indulge in their playful side.
The festive footpath
1,332 beautiful hanging green baubles decorate the shop floor this Christmas, whilst the dazzling walkway features delicate glass baubles from the Post Impressionism trend, with 1,500 individual light bulbs to light up the way.
What customers are buying:
With more time spent at home this year than ever before, customers are looking to decorate spaces to enjoy with their family, seeing sales of Christmas room decorations up 300%. Expect to see video call corners getting a festive makeover with quirky Christmas decorations for virtual parties and festive displays appearing on doorsteps for neighbours to enjoy.
The nation may be planning for a more intimate Christmas’ but it is still embracing the fun and thoughtful gestures that the season brings. Fill Your Own crackers, table names and furoshiki, the Japanese art of using material to wrap gifts, all make the dinner table more personal this year.
Virtual parties and board game sessions could be at the centre of many peoples celebrations this year but it also means many are wanting to send some festive cheer the old fashioned way as Christmas cards sales have nearly doubled in comparison to last year.
Dan Cooper, partner and head of Christmas at John Lewis & Partners, said: “We know that Christmas might look a little different to our customers this year, with smaller celebrations at home and video calls to loved ones. But we also know that many are looking forward to the small joys that the festive season brings: from decorated fireplaces to wreaths on doors. Our customers are planning earlier than ever to revel in the festivities and likely spread out the tasks to avoid any last minute rushes. This year we have created a Christmas shop that will of course delight and inspire our customers but we have also focused on making it a simple journey that means they can tick off their list happily and safely.”
The retailer launched its online Christmas shop earlier than ever this year for eager customers after searches on the website soared.
John Lewis & Partners Christmas shops will open in all branches across the country from 25 September – 5 October. The full range of Christmas products can be found online at johnlewis.com