What: John Lewis has launched “Never Knowingly Undersold” Black Friday deals, reinforcing its price-matching legacy with expanded promotions and operational investment.

Why it is important: This campaign demonstrates how heritage and innovation can be combined to build customer trust and competitive advantage during peak trading.

John Lewis has rolled out its “Never Knowingly Undersold” Black Friday deals, reaffirming its historic price-matching promise while expanding its promotional reach and investing heavily in logistics and digital infrastructure. The campaign, which marks the centenary of the iconic pledge, has driven a significant increase in consumer interest, with a reported 73% surge in Black Friday searches. John Lewis has supported this initiative with a £400 million investment in logistics and AI-driven pricing, as well as operational enhancements such as hiring 2,000 seasonal staff to ensure a seamless customer experience. The retailer’s transparent approach to pricing, leveraging advanced technology to maintain competitive offers, stands out in a market often criticised for misleading promotions. By blending its trusted heritage with modern retail strategies, John Lewis is positioning itself as a leader in both customer trust and operational excellence, setting a benchmark for the industry during one of the most competitive periods in the retail calendar.

IADS Notes: John Lewis’s Black Friday campaign, as reported by Retail Week in November 2024, exemplifies the power of combining legacy price-matching with digital innovation and operational investment. The centenary celebration, highlighted by Drapers in September 2025, and the retailer’s expanded promotional strategy, noted by Retail Week and Which? in November 2024, underscore the importance of transparency and customer trust. Drapers in February 2025 further confirms that John Lewis’s blend of tradition and transformation is central to its ongoing competitive strength.

John Lewis launches Never Knowingly Undersold Black Friday deals