What John Lewis’ 20-month head start means for peak-season stores

By April 2025, John Lewis was already working on Christmas 2026. Its buying team is now developing the theme for Christmas 2027 while this year’s decorations, toys and store designs make their way through the supply chain.
Buying manager Cydney Ball summed up the retailer’s rolling timetable: “In some ways, it’s Christmas every day for us.”
The 20-month lead time sounds extreme, until the sums behind peak trading are truly considered. Around a fifth of the UK’