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John Lewis opens online Christmas shop in August: Here's what shoppers are already browsing

A John Lewis Christmas 2023 photograph depicting a festive dining scene. (John Lewis / Yahoo Life UK)
John Lewis has launched its Christmas shop for 2023. (John Lewis / Yahoo Life UK)

John Lewis has opened its online Christmas shop for 2023. In August.

After seeing a surge in searches for Christmas gifts (double the amount from this time last year), the retailer has decided to open its festive shop a little earlier than usual. A whole six days early, in fact, as last year John Lewis didn't launch its Christmas shop until the 5 September.

According to a recent survey by the department store, 28% of shoppers are already considering what to buy this Christmas, browsing and purchasing festive items as early as, well, now. A possible response to the ongoing cost of living crisis as shoppers look for ways to spread their costs over the coming months.

From making decisions on what colour wrapping paper to go for, to the type of stocking fillers they want, to the actual crackers they fancy having on their Christmas dinner tables, it's safe to say shoppers are well and truly done with summer, and ready for Santa.

Wondering what people are searching for? John Lewis has revealed the highest search increases of Christmas products on their website, with the likes of Christmas gifts and artificial trees both doubling in searches, compared to August 2022.

The most searched for Christmas products at John Lewis right now

A festive photograph depicting a John Lewis 2023 Christmas tree and garland in an upmarket sitting room. (John Lewis)
John Lewis has already seen an increase in searches for Christmas trees and gifts. (John Lewis / Yahoo Life UK)

Go straight to John Lewis' Christmas Shop Browse John Lewis Christmas gifts

"Our customers come to John Lewis for all their Christmas needs with searches already soaring over summer for Christmas Jumpers +133% and hampers +250%," says Lisa Cherry, Christmas buyer for John Lewis.

"We are looking forward to helping our customers find the perfect gifts and decorations."

Not stopping there, John Lewis has also reported a record surge in shoppers looking to get ahead when it comes to the all-important festive food, with a 193% increase in searches compared to this time last year on partner company, Waitrose's website.

Currently the most searched-for products are mince pies (+100%) and Christmas pudding (+100%). Now, who fancies a mince pie and a cuppa?