John Lewis turns on the Christmas magic

• 'A pop-culture inspired mouse topped the decoration charts selling out within the first 48hrs - you could say it’s got ‘Golden’ status!
• Early demand surges: gift wrap searches up five fold and charity Christmas card searches up 75%.
• Christmas crackers see high demand with sales up 25%, boosted by the new Traitors cracker.

With a little over 13 weeks to go, the festive season has officially begun at John Lewis today as its much-loved Christmas shop opens its doors across the country, serving as the ultimate one-stop destination for everything needed to make the season feel magical from festive trees, lights, and tableware to nostalgic decorations, thoughtful gifts, and wrapping.

Shoppers are already getting wrapped up and preparing ahead of the festive rush. Demand is surging across key categories, with searches for Christmas gift tags up by 50%, tableware up 25%, and stockings up 50%. Wrapping paper is topping shoppers' lists, with the Gruffalo emerging as a sought-after design.

Cydney Ball, Head of Christmas at John Lewis says: “After months of planning, creating and bringing our vision to life, it’s incredibly exciting to finally open the doors to our Christmas shop and share it with our customers. Christmas at John Lewis is about so much more than finding the perfect gift or ornament for the tree. It’s about the anticipation, the nostalgia and those little moments that make the season feel magical. We can't wait for our customers to step inside and start their Christmas story with us.”

With many Millennial and Gen Z shoppers increasingly stepping away from digital screens in favour of a more analogue lifestyle. John Lewis is embracing nostalgia as shoppers seek out retro classics. Vinyl record sales jumped 98%, prompting the launch of 17 new vinyl lines ahead of Christmas. Nostalgic tech is also thriving: sales of the retro Native Union Pop Phone spiked 186% last week alone. Sentimental shoppers can choose from a wide selection of retro decorations, including a 70s disco mouse, a miniature arcade game, a cassette tape, and a classic sketch toy.  For families planning screen-free time over Christmas there is the exclusive Traitors game.

Embracing the 'kidulting' trend, classic characters such as Miffy and Snoopy feature within the Christmas shop, proving that nostalgia and family favourites appeal to all ages. Embracing the joy of cuddly toys, John Lewis has introduced a charming collection of loveable yetis, each with a unique personality with a distinctly British spin.  Handbag charms have emerged as a popular trend this year, and these enchanting yeti characters are leading the charge. Available as exclusive furry baubles that double up as collectable bag charms, they seamlessly transition from festive tree decorations into stylish year round accessories. 

Popstar Mouse Decoration, £8

Retro Sketch Decoration, £8

Cassette Tape Decoration, £8

The ever popular Santa’s tea party has returned to selected John Lewis stores for the festive season. Following the demand last Christmas, John Lewis is offering 28% more tickets, giving even more children the opportunity to enjoy the experience. This year, the tea parties will be more immersive and enchanting than ever before, with a special storytime hosted by Santa and his elves accompanied by hot chocolate, festive treats and a special gift from Danish toy construction brand PLUS-PLUS. 65% of tickets have already been sold to My John Lewis customers before going onto general sale on the 28th September.

In selected stores, customers can enjoy a range of festive experiences from much-loved brands, including Hotel Chocolat (where they can discover their perfect chocolate Love Match) and Biscuiteers (an exclusive pick and mix biscuit pop-up with a keepsake tin).  New for 2026, selected stores will be offering on-the-spot personalisation for customers who purchase any cashmere item creating the perfect gift… or the ideal gift to yourself.

After the success of last year, the seasonal masterclasses are back, offering My John Lewis members the opportunity to sharpen their creative skills from the John Lewis experts. Selected stores will offer festive themed workshops such as candle making, prosecco bottle paint and sip gatherings, wreath making and the opportunity to create your own bag charm.

All stores will be holding talks covering a range of themes, such as how to build the perfect winter capsule wardrobe, a ‘treetorial’ on how to style and decorate your tree, and top tips on how to set the perfect table for Christmas. Customers simply sign up to become a My John Lewis member for the opportunity to attend the exclusive events.

Notes to Editors

For more information on this year’s Christmas trends please contact Lizzie Dummer, Senior Communications Officer: [email protected]

Images

More imagery here.

Source

¹ The John Lewis Research & Insight Team's Consumer Trends 2026 collation’

Santa tea party
Info-Child (1-16yrs) ticket £25+£2.50 booking fee (includes a gift and a choice of snack and drink), Adult ticket £8 + 80p booking fee (includes a tea or coffee and a slice of cake).  Maximum of two adults per child.
Locations-Bluewater, Brent Cross, Cambridge, Cardiff, Cheadle, Cheltenham, Edinburgh, Glasgow, High Wycombe, Kingston, Leeds, Leicester, Liverpool, Milton Keynes, Newcastle, Norwich, Nottingham, Reading, Solihull, Southampton, Stratford City, Welwyn and White City.

Cashmere personalisation
Info-free for customers with proof of purchase for a piece of cashmere.
Locations-Cambridge, Cheadle, Edinburgh, High Wycombe and Oxford Street.

Candle making
Info- £50pp.  Create your very own custom scented candle and formulate a bespoke essential oil aromatherapy rollerball tailored to your mood.
Location-Bluewater, Cambridge, Cheadle, Cribbs Causeway, Edinburgh, Liverpool, Oxford Street and Peter Jones.

Prosecco bottle paint and sip
Info-£50pp.  Transform a bottle of prosecco into a hand-painted Christmas gift guided by a professional artist.
Location-Bluewater, Cambridge, Cheadle, Cribbs Causeway, Edinburgh, Liverpool, Oxford Street and Peter Jones, Welwyn Garden City.

Luxury wreath making
Info-£55pp. Create a bespoke Christmas wreath from fresh seasonal foliage on a natural willow base.
Location-Bluewater, Cambridge, Cheadle, Cribbs Causeway, Edinburgh, Liverpool, Oxford Street and Peter Jones, Welwyn Garden City.

Bag charm making
Info-£35pp Design and handcraft a bespoke bag charm
Location-Bluewater, Cambridge, Cheadle, Cribbs Causeway, Edinburgh, Liverpool, Oxford Street and Peter Jones.

Festive talks
Info-£10 pp redeemable against any John Lewis purchase. Choose from;
Treetorial: How To Style & Decorate Your Tree This Year
Set the Perfect Table for Christmas Masterclass
How to build the perfect winter capsule wardrobe
Location-all stores

Sustainability

Sustainability remains at the heart of the collections, with every paper and cracker assortment FSC-certified, recyclable and plastic-free. All products are glitter-free, using less glitter than ever across decorations and paper. Premium pre-lit trees are manufactured using energy generated entirely by solar panels, and tinsel is made in Wales to reduce environmental impact.

About John Lewis

John Lewis brings together fashion, home, beauty and technology across 36 shops, johnlewis.com and its app, combining quality products with the service and expertise of its Partners.

Alongside shopping, it offers hospitality and a range of customer services, from personal styling and nursery advice to home design. Founded in 1864, it holds the Royal Warrant of Appointment as supplier of Household Goods and Furnishings to His Majesty King Charles III.

Its Never Knowingly Undersold promise gives customers confidence on both quality and price, and it was named Which? Retailer of the Year in 2025 and 2026.