John Lewis opens Christmas shop early as demand soars

John Lewis has opened its 2026 Christmas shop online earlier than last year after searches for Christmas products rose by more than 33% week-on-week following the FIFA Men’s World Cup final.

The British department store said festive interest emerged three weeks earlier than in 2025, prompting it to put its seasonal assortment online before September.

The uplift was recorded immediately after the World Cup final, giving John Lewis an early indication that customers were turning their attention towards Christmas.

The earlier online launch extends the retailer’s selling window for seasonal products and reflects its use of on-site search behaviour to track changing demand.

Cydney Ball, Head of Christmas at John Lewis, said: "We are absolutely thrilled to officially launch our Christmas shop online. This year, we’re helping customers craft a truly magical home, from trees adorned with heirloom-inspired decorations to thoughtful, curated gifting."

Christmas trees are a central part of the retailer’s home and seasonal offer, with the expanded range giving John Lewis more opportunities to sell decorations, lighting and other complementary products throughout the longer festive trading period.

John Lewis will also bring back Santa’s tea parties at selected branches, combining its Christmas offer with an in-store hospitality experience. Further details on participating stores and booking arrangements are expected to be shared through the retailer’s customer channels.

The Christmas launch comes during an £800 million multi-year transformation that includes its stores, technology, services and hospitality. John Lewis is investing £50 million across five branches during 2026, with Glasgow receiving more than £20 million for a redevelopment running into spring 2027.

The early Christmas opening gives the retailer a longer period to convert online interest before seasonal activity expands across its 36-store estate.