Sales at the John Lewis Christmas shop are up dramatically on last year, with figures for the first 11 days of trading showing sales are up by 15.8%.
Christmas tree sales proved particularly strong, up by 140% year on year. Sales of baubles, tree trims and wreaths also rose, up by 21.3% on 2009.
The retailer attributes sales growth partly to September’s cold spell, giving shoppers a foretaste of winter, as well as early festive excitement.
John Lewis said that non-traditional paper Christmas trees were a hit for the second year running, with the £75 John Lewis Pre-lit Snow Paper Tree and the £90 John Lewis Snowy Pine Paper Tree both selling well.
Lisa Rutherford, seasonal events buyer for John Lewis, said: “Last year, our range of Christmas trees was so popular that despite ordering a healthy amount, we had to reorder additional stock later in the season to meet demand. This, coupled with an expanded and inspiring range of festive products, has spurred consumers to prepare well in advance for Christmas.”
John Lewis’s Christmas stores have been in place since October 1.