John Lewis has launched its Black Friday sale “earlier than ever” as more consumers begin preparing for Christmas in November.
The department store has unveiled hundreds of offers in-store and online spanning across beauty, fashion, home and tech throughout the whole of November.
The retailer has also extended its returns period, giving customers who buy between now and 24 December until 23 January to return or exchange their purchases.
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The move forms part of the retailer’s strategy to support customers with spreading the cost of Christmas.
Executive director Naomi Simcock said: “John Lewis is rewriting the Black Friday rulebook.
“The idea of it being a one-weekend event is a thing of the past and we’re instead helping our customers with incredible discounts on our amazing range of quality brands all month long.
“It’s a win-win for customers, who we know are buying for Christmas earlier than ever. It means not only can they tick off their shopping list early, but they can also spread out the cost of Christmas.”
John Lewis revealed on Wednesday its latest Christmas trends report, which found a fifth of Britons start their Christmas planning a month earlier.
The retailer said it had benefited from the early surge, with sales of its Christmas ranges up 10% year on year in October whilst the number of visitors to its dedicated festive department was also up 13%.
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