The campaign, created by integrated agency Kitcatt Nohr Alexander Shaw, will target existing John Lewis Bluewater customers.
A postcard will be sent out promoting in-store events, including fashion workshops and cooking demonstrations.
The card will carry the line, 'We've helped thousands celebrate their anniversary. This year, help us celebrate ours'.
The mailing is intended to drive recipients to a branded microsite, where more information on the celebrations is available.