John Lewis has announced that it will be running its Black Friday deals for the whole of November, as new data from its Festive Traditions Tracker showed that the average person expects to start shopping in earnest on 10 November. The retailer has launched a range of discounts in-store and online, including deals across tech and 20% off selected fragrance. Other categories such as home, fashion and beauty will follow throughout the month.

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Naomi Simcock, executive director at John Lewis, 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.”

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According to John Lewis, searches for festive products more than doubled over the summer compared to 2022, with 28% of customers browsing and purchasing Christmas gifts as early as August. Tree decorations searches were up 33% year-on-year, wrapping paper searches increased by 466% and crackers up 400%.

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In order to help customers spread the cost of Christmas, John Lewis is running more payment options and has extended its returns policy. Customers who buy now and between 24 December can exchange or return items until 23 January 2024. Free delivery will also be available on johnlewis.com orders over £50, while the threshold for free Click & Collect orders is over £30. John Lewis has thousands of collection points nationwide, including John Lewis, Waitrose, Booths and Dobbies shops.

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John Lewis’ decision to run its Black Friday deals for the whole of November is indicative of the changing shopping habits of consumers. According to a survey by the high street retailer, customers are buying for Christmas earlier than ever, with the majority of shoppers expecting to start shopping in earnest on 10 November. The retailer is therefore providing customers with discounts on its range of quality brands throughout the month, as well as more payment options and an extended returns policy to provide peace of mind.

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Sources: https://internetretailing.net/john-lewis-to-run-black-friday-offers-for-the-month-of-november/