John Lewis is launching its Black Friday offers early after research by the retailer found that customers are preparing for Christmas from early November.

The department store chain said that the average person expects to start shopping for the festive season around 10 November.

John Lewis added that it was expanding the payment options available to its customers to help them with the costs involved.

The company has also extended its returns period so that customers who buy goods between now and Christmas Eve have until 23 January 2024 to return or exchange items.

“John Lewis is rewriting the Black Friday rulebook,” said Naomi Simcock, executive director at John Lewis. “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.”

She added: “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.”

In August, John Lewis said it would be recruiting for over 10,000 roles across the country as it prepares for Christmas. Waitrose will recruit around 2,800 seasonal roles across its 329 shops and a further 2,900 temporary roles have been created in sales and merchandising at John Lewis.

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