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Retailers report record Christmas searches in August

Christmas tree and decoration supplier, Balsam Hill, and John Lewis, have reported increased traffic, sales and searches for Christmas items in August.

John Lewis recently launched its Christmas shop early, having experienced online Christmas searches at double the rate of 2020’s all time high.

Jason Billings-Cray, John Lewis Christmas buyer, commented: “Small and intimate was the order for 2020 and there was no lack of wonder as our customers ensured it would be a magical day whatever their circumstance. But, with changes afoot we know many will be hoping to have a full house filled with familiar faces and enjoy the Christmas traditions we may have missed out on last year.

“We expect that our customers will be embracing some of the community spirit of last year by decorating their doorsteps to provide fun for the family and the neighbours.”

Luxury tree and décor retailer, Balsam Hill, also experienced a 60% uplift in sales in August, compared to 2020. The company also saw a 145% increase in visitors to its website for the same period, showing that UK consumers are shopping earlier for Christmas this year.


Balsam Hill predicts that these figures will lead to a bigger Christmas than ever this year, following last year’s restricted celebrations. Chief executive, Mac Harman said: “It’s clear that the UK is looking ahead to festive celebrations even earlier than usual, not only to catch up on lost time with family and friends over the past year, but to uplift their mood with some Christmas cheer after a summer indoors. With trees and decorations being snapped up even earlier than in 2020, Christmas 2021 looks set to be one of the most anticipated and special we’ve ever had.”

The retailer said the increase indicates that Christmas this year will be bigger than ever after last year’s peak of the pandemic forced many to have modest lockdown celebrations.


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