Christmas shopping by numbers

The number of cases of product that will be sent out to Waitrose shops during December.

The increase in searches for Christmas pyjamas on compared to last year.
Every 98 seconds

A vehicle will depart from a Waitrose distribution centre during the week before Christmas.
647+ miles

The length of Christmas lights sold at John Lewis - enough to travel from Plymouth to just beyond Aberdeen.

Of faux Christmas trees have been snapped up by John Lewis shoppers this year, which add up to over nine times the height of Mount Everest.
Delivering the Christmas dinner has nearly quadrupled the amount of slots it can offer customers this year, to more than 200,000 each week. We’ve recruited nearly 1,850 additional delivery drivers to support the busier period. A number of these drivers were in different professions before the pandemic began, including theatre performers, a theatre producer and also a Baroque violinist.

The most-bought item on during Christmas is our Waitrose No.1 All Butter Mince Pies

The most forgotten item - most commonly added as an amendment - is Fairtrade Bananas.

At John Lewis, the trend for champagne and cocktail coupes continues to rise, up 122% and 108% respectively, as customers add a touch of nostalgia to their dining experience. Customers are also embracing matching place settings this year, with box sets up 26% compared to last year.

going up:
this year's festive trends
‘With our favourite restaurants closed for much of 2020, more and more of us have been looking to recreate gourmet experiences at home. Truffle is an ingredient that’s often featured on menus and it’s something our customers have been seeking out, with searches on up more than 100%.

‘It’s also a perfect flavour for the festive season, so this Christmas look out for Châteaubriand with Porcini & Truffle Butter, No.1 Duck Parfait with Mushroom & Truffle Centre and a Dorset Cheddar matured for 12 months and blended with truffle.’

the great Christmas bake-off
Lockdown saw many of us turn to the baking cupboard, and the trend is set to continue into Christmas, with searches for Christmas baking on up 139% compared to last year. John Lewis has reported sales of mixing bowls up 40% and rolling pins up 31% compared to last year. Cake decorating kits and cookie cutters are also up 105% and 123% respectively. 
Sales of Gingerbread House Kits at Waitrose are up 170% and we predict they’ll be providing entertainment on Zoom bake-offs all over Britain - whether it’s a theatrical triumph or a heroic failure. Kitchen bakes for other sweet treats are also in full swing with sales of mincemeat up 64%, white marzipan up 93% and orange extract up 23%.
alternative centrepieces

Tradition may call for turkey on Christmas Day but we predict the trend for alternative meats is set to move mainstream in 2020. Last year, demand for venison grew on, with Waitrose Entertaining orders doubling compared to the previous year. This year, Venison pre order sales are already up 90%. 

Other mains we think will be really popular include the Vegan Festive Filo Swirls, Duck with Pear, Chestnut & Rum and a 10-Bone Rack of British Pork produced from free-range pigs that spend their lives in woodland, foraging the flora to supplement their diet.

celebrating our
key workers

2020 hailed a new recognition for key workers across the country, with the nation stepping outside every Thursday to clap for our carers. Support is still being shown through John Lewis and Waitrose's NHS-supporting products. The Rainbow Bauble, has been our top selling bauble across both Waitrose and John Lewis this year and if you lined up all the Rainbow Baubles sold, they would cover the length of more than 20 football pitches.

'tis the season to be thoughtful

31% of us are planning to be creative with homemade gifts this festive season. The nation is certainly keeping busy, with views on our Christmas gifts recipe page up 23% compared to last year. The Christmas gifting category at John Lewis is currently up 17% compared to last year and overall craft kits are up 93%. Craftvent calendars have been one of the bestselling crafting products as many families are looking to keep children entertained in the run up to the festive season.  There has also been a growing interest in furoshiki - the traditional art of Japanese fabric wrapping - and sales of pre-cut fabric at John Lewis is up 294%, with Christmas prints across the top 15 lines.
Getting ready for Christmas

Many of us have been planning for Christmas earlier this year, with one in five of us planning to order our turkeys or main Christmas centrepiece earlier than usual. Pre orders for turkeys at Waitrose are up 138% already. We’re certainly getting into the festive spirit(s), with searches for Christmas cocktails up 53% and views to the Christmas Cocktails page up 49%.

Shoppers are getting their Christmas present list ticked off, too. Sales of hampers at John Lewis are up 135% compared to last year and personal care sales are up 31%, driven by Dyson hair products. Gaming sales are up 99% driven by Oculus Virtual Reality headsets.  

thinking of others

This year, John Lewis and Waitrose launched the Give A Little Love Christmas campaign to encourage the nation to spread a little kindness this festive season. The campaign is raising money for FareShare and Home-Start, both of which support families in need. 

Packaging with less punch 

We have removed glitter from all Waitrose and John Lewis single-use Christmas products. This includes all own-brand cards, crackers, wrapping paper and gift bags, which are now 100% glitter-free. 

And this year, for the first time, all Christmas crackers sold at Waitrose and John Lewis will be filled with toys made from recyclable materials (such as metal and paper games instead of plastic) and decorated with techniques like embossing, rather than plastic glitter.

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