The answer: “Less than 1% actively made price-match requests in 2021”, according to the retailer.

When you consider the millions of customers served and transactions made at John Lewis, that stat tells you everything you need to know about the relevance of the pledge today, almost a century after it was introduced in its first two shops.

‘Never Knowingly Undersold’ may have been one of the most famous marketing taglines in retail, but it has passed its sell-by date