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John Lewis shopper? Today is the last day to use the retailer's 'Never Knowingly Undersold' price pledge

Today (22 August) is the last day for John Lewis & Partners shoppers to benefit from the retailer's 'Never Knowingly Undersold' price promise before it is scrapped. The pledge is coming to an end after almost 100 years.

The shake-up was first announced in February, after John Lewis said only 1% of customers were using it.  Below we explain how the scheme works and how to take advantage of it before it closes.   

You can also see our Deals and Shopping guides for coupons and cost-cutting tips when shopping in stores and online.

How the Never Knowingly Undersold Price match works

The pledge, which was first introduced 97 years ago, is designed to ensure shoppers don't purchase the same item from another retailer's store for a cheaper price - though it doesn't extend to goods found for less online.

Where items are found cheaper elsewhere, John Lewis will match the price when you buy, or refund the difference up to 28 days after purchase - so long as you make a price match claim.

Make sure you submit claims by the end of today

John Lewis said it will continue to accept claims for Never Knowingly Undersold price matches in the usual way up until the end of today (22 August). After today, you can no longer use the scheme. John Lewis said it will continue to monitor other retailers’ prices.

To submit a price match claim, you can either talk to an employee in a John Lewis store, fill in this form online or phone 03456 049 049 .

From tomorrow (23 August), you can still get refunds on items, just not if you've found a lower price elsewhere. Normal returns policies apply - the item must be in good condition and returned within 35 days from purchase with a receipt. 

While it isn't clear if there'll be a new scheme and what exactly that will be, John Lewis said it's replacing the old scheme with a new approach, which will apply "to however and wherever you shop," in store or online. 

Why the scheme is being scrapped

When the change was first announced, Pippa Wicks, executive director of John Lewis, said: "Never Knowingly Undersold has been a cherished sign of trust for John Lewis for a century but it doesn't fit with how customers shop today as more purchases are made online."

Instead, the retailer said it's investing £500 million in keeping prices low during the cost of living crisis. It added that the £500 million investment is 25% higher than the amount spent on keeping prices affordable last year.

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