Its Christmas adverts are famous for playing on feelings of nostalgia and sentimentality, with images designed to evoke the warm feelings associated with the festive season.
But John Lewis has this year decided to break with tradition, when it comes to its range of festive products at least, by introducing an online real Christmas tree order service.
The department store has teamed up with a plantation in Scotland to supply customers with a "bespoke" Christmas tree service.
A spokesman for the store said customers will be able to place orders on the John Lewis website, which will go directly to the Scottish company.
The supplier will then contact the customer to find out exactly what kind of tree they would like and even send pictures of different trees for them to choose.
The move follows the department store's announcement at the beginning of this year that online sales in the Christmas period had jumped 22.6 per cent, compared with 1.2 per cent expansion for store sales.
Total sales over the five weeks to December 28 last year jumped 7.2 per cent compared with 2012, or 6.9 per cent on a like-for-like basis, hitting £734m.
Nearly all of the growth however came from the online sales.Reuse content