John Lewis reportedly started work on its 2026 festive season in April 2025, as rising freight costs and supply chain disruption complicated its festive stock deliveries.

The company’s unconventional decision came after examining economic trends, trade shows, exhibitions, cultural events and film releases.

John Lewis buying manager Cydney Ball told The Times that it was already developing its Christmas 2027 theme while making sure this year’s decorations, toys and store designs had left factories in time to reach its warehouses.

“In some ways, it’s Christmas every day for us,” Ball said.

Jon Lewis has already settled its theme and advert for Christmas 2026 as its attention shifts to the final operational details.

The company was among the retailers bringing festive deliveries forward after diversions in the Red Sea and Strait of Hormuz squeezed global shipping capacity.

The average cost of transporting a 40ft container from China had reached £3961 in July. That was 61 per cent higher than a year earlier, according to transportation intelligence firm Xeneta.

Earlier deliveries helped retailers reduce the risk of disruption but left them facing higher storage and insurance costs before products reached stores.

The stakes were high. Around a fifth of the UK’s £491 billion annual retail spend took place in November and December, British Retail Consortium figures showed.

Other retailers and suppliers had also begun their festive preparations months in advance. Biscuiteers started planning in January and expected its teams to bake 100,000 products each week by December.

Mars Wrigley had meanwhile started making the chocolate for its Christmas Celebrations tubs in May and was already finalising orders for Christmas 2027.

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