John Lewis has launched its Black Friday deals earlier than ever, as new data from its Festive Traditions Tracker showed the average person expects to start shopping in earnest on 10 November.
The retailer has therefore introduced a range of discounts in-store and online, including deals across tech and 20% off selected fragrance. Other categories including home, fashion and beauty will follow throughout the whole of November.
Naomi Simcock, executive director at John Lewis, said: “John Lewis is rewriting the Black Friday rulebook. The idea of it being a one-weekend event is a thing of the past and we’re instead helping our customers with incredible discounts on our amazing range of quality brands all month long.
“It’s a win-win for customers, who we know are buying for Christmas earlier than ever. It means not only can they tick off their shopping list early, but they can also spread out the cost of Christmas.”
John Lewis unveiled its online Christmas shop on 31 August this year, following searches for festive products more than doubling over the summer compared to 2022.
According to the retailer, 28% of customers were browsing and purchasing Christmas gifts as early as August, with searches for tree decorations up 33% year-on-year. A survey by the high street retailer added that wrapping paper searches also increased by 466% and crackers up 400%.
John Lewis added that it is running more payment options to help customers spread the cost of Christmas and provide peace of mind. It has also extended its returns policy, customers who buy now and between 24 December can exchange or return items until 23 January 2024.
Free delivery will also be available on johnlewis.com orders over £50, while the threshold for free Click & Collect orders is over £30. John Lewis has thousands of collection points nationwide, including John Lewis, Waitrose, Booths and Dobbies shops.
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