John Lewis brings Christmas forward as advent calendar waitlist opens amid heatwave

As UK temperatures show little sign of cooling off, and many UK brands focus on summer sales, John Lewis is doing something different: inviting shoppers to start thinking about Christmas.
The retailer has opened access to its beauty advent calendar pre-order waitlist, leaning into a growing trend that sees festive retail activity begin earlier each year.
While the timing may feel counterintuitive, in the middle of the fifth widespread heatwave of the year, it reflects the scale of demand for pre