JOHN Lewis in Southampton has unveiled its Christmas shop, with figures showing people have been shopping earlier than ever for the festive season

Christmas sales so far have more than doubled compared with the same period in 2019, the department store says.

Dan Cooper, who has the title ‘head of Christmas’ at John Lewis & Partners, said: “We know that Christmas might look a little different to our customers this year, with smaller celebrations at home and video calls to loved ones.

“But we also know that many are looking forward to the small joys that the festive season brings: from decorated fireplaces to wreaths on doors.

Hampshire Chronicle:

“Our customers are planning earlier than ever to revel in the festivities and likely spread out the tasks to avoid any last minute rushes.

“This year we have created a Christmas shop that will of course delight and inspire our customers but we have also focused on making it a simple journey that means they can tick off their list happily and safely.”

Christmas sales so far are up 112 per cent on last year, John Lewis said, while sales of Christmas room decorations have risen 300 per cent and Christmas card sales have nearly doubled.

Its festive shop on Floor Two of the Westquay Shopping Centre store features gifts and decorations, with seven decorating themes.

Hampshire Chronicle:

There are three key looks for the dining room – based on the art of Japan, Impressionism and Art Nouveau.

A living room is decorated in the Bloomsbury trend, while the Renaissance trend includes hand-blown baubles in pastel shades.

The seventh theme is based on Pop Art, with a space for children to choose their favourite decarations and for parents to “indulge in their playful side”.

John Lewis has also launched a 3D tour of its Christmas shop in London’s Oxford Street. Customers will be able to virtually "walk through" the store and see the range brought to life.