- Return of Never Knowingly Undersold brand promise including price matching gives customers confidence that they are getting fantastic value*
- Major focus on gifting as more shoppers expected to use Black Friday to blitz their Christmas lists
- More payment options will support customers with spreading the cost of Christmas
- Around 3.4k more Click & Collect options to give customers more flexibility
John Lewis today has added hundreds of Beauty offers to its Black Friday event, including up to 20% off Charlotte Tilbury, MAC, NARS, Clarins and more [1].
Hundreds of unmissable Tech and Fragrance offers have already launched in John Lewis shops and online, with other categories including Home, Fashion and Toys to follow throughout the month.
Among John Lewis’s best selling Fragrances of Black Friday so far are TikTok favourites - KILIAN PARIS’ Angels’ Share and Maison Margiela’s Replica Jazz Club.
Meanwhile, the top 10 bestsellers in Tech include Garmin's fēnix 7 Pro Smartwatch, a Dyson Cordless Vacuum Cleaner, and Air Fryers from Philips and Tefal - showing this kitchen gadget is going nowhere.
John Lewis is expecting more customers than ever to make the most of their brilliant Black Friday offers. Insights consultancy Trinity McQueen found that last year, two thirds of Black Friday shoppers were using the event to purchase Christmas presents, compared to 58% in 2022. This was particularly true for Black Friday shoppers aged 35 to 54, with nearly three quarters purchasing Christmas gifts in last year’s event [2].
Most purchases were planned and considered in advance, with research pointing to increasingly discerning shopping patterns. Last year, 54% of shoppers said they were doing more research than the previous year, and 62% planned out their purchases [3].
John Lewis’s recently launched ‘Give Knowingly' marketing campaign showcases the retailer as the home of gifting and highlights the breadth of their offer. This is the second campaign in the three-chapter trilogy for the ‘Golden Quarter’ - the anticipated Christmas Ad will launch later this month.
For the first time, new brands to John Lewis including Sol de Janeiro, Forever New, Numph, Ghospell, Oura, Meta x Ray-Ban and others will be part of John Lewis’ Black Friday event.
And the retailer is cutting prices on customer favourites like Dyson, Sony, Le Creuset, Charlotte Tilbury, Barbour, Kurt Geiger, NEOM, Lego and many more for a limited time.
As part of John Lewis’s Never Knowingly Undersold brand promise, prices will be matched daily, and the promise will be supported by a dedicated John Lewis team who will support customers with a refund mechanism if they find better prices at 25 major competitors, or if John Lewis drops their price within seven days of purchase.*
Peter Ruis, Executive Director at John Lewis, said: “Once associated with a last minute scramble for deals, Black Friday is now defined by more measured and thoughtful purchasing - largely for Christmas gifts.
“As the home of gifting, we predict that shoppers will be making the most of our Black Friday offers more than ever, and the return of our Never Knowingly Undersold brand promise gives our customers absolute confidence that they are getting fantastic value.
“We’ve added more payment and delivery options to really let our customers tailor how they shop. And as the nation’s best retailer for customer satisfaction, we’ve hired 2,000 seasonal roles to our stores to help shoppers find everything they need to make this Black Friday a smooth success.”
Top offers live this week include:
Beauty offers
Tech offers
Fragrance offers
New payment options this year including Clearpay and Klarna will give customers flexibility and help spread the cost of Christmas, and their returns period has also been extended, meaning that customers who buy between 26 September and 24 December can exchange or return items until 23 January 2024 with a valid receipt.
Other ways John Lewis is helping customers this Christmas include:
- Free delivery on johnlewis.com orders over £50
- Free Click & Collect on johnlewis.com orders over £30 from thousands of points nationwide - around 3.4k more points than last year - including John Lewis, Waitrose, Booths and Dobbies shops
- Two-year guarantees on electricals and five-year guarantees on TVs (Terms & conditions apply).
- More Partners ready to help customers in John Lewis shops, with the recruitment of 2,000 seasonal roles, and more than 2,300 additional roles working behind-the-scenes in the John Lewis supply chain.
