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John Lewis targets stay-at-home Brits

John Lewis is targeting shoppers planning to holiday in the UK with ranges suited to a British summer.

Capitalising on the ‘staycations’ trend, where cash-strapped Brits holiday at home, the department store chain will offer cardigans, Hunter Wellington boots and swimwear.

John Lewis’s latest campaign was shot in Blackpool, in contrast to previous locations such as Barbados.

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