Sales of Christmas trees in summer soar as shoppers prepare early amid fears of rising costs
- Artificial tree sales at John Lewis have ballooned compared to this time last year
- Data revealed searches for ‘artificial Christmas trees’ increased 122 per cent
- Selfridges said it had seen a rise in demand for Christmas decorations
Sales of Christmas trees at John Lewis have surged as shoppers fearful of rising costs and soaring bills prepare early for the big day.
Retail executives said it suggests households are keen to spread the cost as they brace for a winter squeeze on spending.
Others also said shoppers may be nervous that inflation may hit festive ranges and it will be cheaper to buy now rather than wait.
Sales of artificial trees at the department store chain have ballooned by 400 per cent compared with the same time last year. Boss Pippa Wicks said: ‘We’re already selling Christmas trees. People are getting ready for Christmas.’ She suggested some consumers may be ‘spreading the cost of Christmas – buy the tree now and get the presents on Black Friday.’
Sales of artificial trees at the department store chain have ballooned by 400 per cent compared with the same time last year
Google data revealed searches for ‘artificial Christmas trees’ increased 122 per cent in the week leading up to August 20.
Mac Harman, the boss of luxury artificial Christmas tree retailer Balsam Hill, which sells some trees for more than £2,000, said he has also seen an increase in sales compared with last year.
‘It’s clear the UK is thinking further ahead this year when it comes to Christmas to ensure they are able to make the most of the first “normal” Christmas in years,’ he said. The festive period has been marred for the past two years with Covid restrictions.
Selfridges said it had seen a rise in demand for Christmas decorations and advent calendars, with customer searches online for both ranges increasing by a fifth in the past two weeks compared with a year ago. The chain will begin selling its Christmas hampers this week. The most expensive is £500.
Other stores, including Sainsbury’s, have already begun selling Christmas cakes and mince pies in some outlets. One major food retailer said it had started to see sales of festive food increase ‘gradually’ but expected demand to ‘ramp up’ at the end of this month.
Another retail executive said families were uncertain about what disposable income they would have over the next few months and expected them to spread the cost over ‘the next four paydays’. ‘People are nervous and they don’t want to get caught out,’ he said.
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