Stay up to date with notifications from The Independent

Notifications can be managed in browser preferences.

John Lewis breaks with tradition to offer online Christmas tree order service

The department store is offering customers a 'bespoke' Christmas tree service

James Rush
Thursday 02 October 2014 18:17 BST
Comments
Bear and hare woodland scene from John Lewis Christmas advert
Bear and hare woodland scene from John Lewis Christmas advert

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.

Join our commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in