For close to a century, John Lewis has been “never knowingly undersold”, but the retailer is now positioning itself as being there “for all life’s moments” as it adapts to a profound shift in spending habits driven by Covid-19 and rising living costs.
The pledge is designed to tap into what the department store chain is billing as the “moments economy”, as Britons spend smaller amounts on enjoying day-to-day life – from hosting a dinner party to celebrating a dog’s birthday – rather than splurging on set-piece events such as foreign holidays.
