John Lewis opens its Christmas shop with 93 days to go as shoppers rush to get festive early

From the Newshound archive · first published 23 September 2026 · last updated 24 September 2026.

John Lewis has launched its nationwide Christmas shop 93 days before December 25, with demand already surging across key categories. Gift wrap searches are up fivefold on last year, charity Christmas card searches up 75%, and Christmas cracker sales already 25% ahead of last year's figures. Head of Christmas Cydney Ball said the opening marks the culmination of months of preparation and is designed to help customers 'start their Christmas story'.

A retro-themed 70s disco mouse decoration sold out within 48 hours of going on sale, earning John Lewis's newly coined 'Golden' status.

Vinyl record sales at John Lewis have jumped 98%, prompting the launch of 17 new product lines, while sales of the retro Native Union Pop Phone spiked 186% last week alone.

John Lewis is not alone — Liberty and Selfridges have already transformed large areas of their stores into dedicated festive spaces.