John Lewis' click and collect is expected to account for more online sales volumes than home delivery this Christmas.

MD Andy Street says: “The new battleground will be omni-service. We’re pushing back click and collect to 8pm for next day delivery on a much broader product range than our competition.”

However, expectations are that home delivery will account for a higher proportion of transactions this Christmas, compared to click and collect.

Overall online sales are likely to account for a greater proportion of total turnover this Christmas, and forecast digital sales will represent about 37% of transactions, up from 33% last festive period.

Street stated that in-store experience would be key this Christmas. John Lewis has been aiming to improve its in-store theatre by partnering with Ham Holy Burger and Rossopomodoro restaurants in its Oxford Street flagship.