Tents, air fryers, trampolines and Crocs were among the products that defined the last 12 months, according to this year’s ‘Shop, Live, Look’ report by the John Lewis department store chain.
The study, which looks back at the products and trends that shaped the year, found that UK consumers adapted to lockdown by redesigning their living spaces to make way for home offices and exercise equipment, such as Peloton bikes. Meanwhile, outside space became the ‘new inside’ as sales of hot tubs, outdoor furniture and accessories soared.
This was also the year that TV screens became the new shop windows as viewers adopted the fashion and lifestyle trends they watched on shows such as Friends: The Reunion, Line of Duty and Clarkson’s Farm.
Even though people couldn’t travel abroad for the majority of the year, swimwear was as in demand as ever this summer; control swimsuits and Speedo briefs were some of the most popular products. Beauty became all about skincare instead of make-up as people had more time for their wellness routines, and demand for comfortable nightwear continued to rise. Meanwhile, the nation fell out of love with filing cabinets in favour of digital storage.
The report highlighted that the way people shop has also changed. The John Lewis website now accounts for between 60% and 70% of the retailer’s sales, up from 40% before the pandemic. It said customers expect flexibility and convenience more than ever before. In response, John Lewis has expanded its Click & Collect service to over 1,000 locations and extended its Services division into furniture rental and new financial services products.
Pippa Wicks, executive director at John Lewis, commented: “The unprecedented events of 2020 and 2021 have left a permanent mark on how we shop, live and look. People have become clearer about what matters to them and their work-life balance has shifted towards life. At John Lewis, we’ve seen these changes emerge. We aim to delight, to deliver and to disrupt.”
Download the John Lewis ‘Shop, Live, Look’ report
NAM Implications:
- As always, a good basis for comparison with your JLP sales.
- The On-Offline split is also revealing:
- The John Lewis website now accounts for between 60% and 70% of the retailer’s sales, up from 40% before the pandemic.
