Shoppers are preparing for the festive season earlier than ever this year, says John Lewis, as the retailer reports a strong start to Christmas trading.


The department store group, which launched its Christmas shop in all branches on October 1, has seen sales of Christmas products increase 15.8% for the first eleven days' trading, compared with the same period last year.

Sales of its fake festive trees have increased a massive 140% year-on-year, while decorations have shot up 21.3%. 'Winter Festival' themed products are showing strong sales, with baubles, tree trims and wreaths doing particularly well. In fact, the retailer reports that the Christmas shop has sold a bauble every ten seconds since October 1.

Seasonal events buyer Lisa Rutherford said: "While John Lewis customers are always quick off the mark when preparing Christmas, there's a real sense of excitement amongst shoppers this year. Last year, our range of Christmas trees were so popular that despite ordering a healthy amount, we had to reorder additional stock later in the season to meet demand. This, coupled with an expanded and inspiring range of festive products, has spurred consumers to prepare well in advance for Christmas."

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