What: John Lewis has kicked off its Black Friday sale earlier than ever, offering discounts on various products throughout the whole month of November.

Why it is important: The department store aims to support customers in spreading the cost of Christmas by providing a longer sales period.

The retailer's executive director, Naomi Simcock, stated that they are abandoning the traditional one-weekend Black Friday event in favour of offering discounts all month long. The move comes as more Britons begin their Christmas planning a month ahead of time. Sales of Christmas ranges at John Lewis have already seen a 10% YoY increase in October, and the store's festive department has experienced a 13% rise in visitor numbers.

John Lewis kicks off Black Friday sale ‘earlier than ever’