What: John Lewis has launched its online Christmas shop, responding to early shopper interest in festive decorations.

Why it is important: The early launch taps into rising consumer demand for holiday preparations, with John Lewis highlighting emerging trends like oversized wreaths, bows, and larger Christmas trees, alongside popular brand offerings like Jellycat.

John Lewis has opened its online Christmas shop as early shopper interest in festive decorations surges, with searches for Christmas tree decorations and baubles up 30% from last year. The retailer predicts trends like 'doorscaping' with oversized wreaths and bows will be popular this season, and it has reintroduced its 8ft Christmas tree due to demand. Additionally, the Jellycat brand will feature in the Christmas shop for the first time. John Lewis’s curated Christmas themes aim to bring joy and a celebration of contrasts into homes this festive season.

John Lewis launches online Christmas shop