John Lewis report identifies 2020 shopping trends

John Lewis

Online purchases now account for 60-70 per cent of John Lewis sales, the retailer’s annual Shop, Live, Look report has found.

This compares to only 40 per cent of sales before the pandemic.

The report looks back on the last 12 months and has revealed how the Covid-19 pandemic has impacted shopping habits.

Based on analysis of extensive internal sales data and shopping trends, the report found that Britons invested in their homes this year, “from transforming spare bedrooms into workspace to turning their gardens into summer holiday destinations.”

Nearly 10,000 home design appointments (both virtually and instore) took place this year, John Lewis said. Ready-made curtains sales were up 19 per cent and sales of paint up by 33 per cent.

Sales of loungewear and leggings rose by 1,303 per cent, with many people working from home, the retailer revealed.

Alarm clock sales were down by 38 per cent, while expresso maker sales increased by 12 per cent. Suitcases were down by 69 per cent, high heeled shoes by 62 per cent and party handbags down by 56 per cent. Meanwhile, fitness trackers and smartwatches surged by 64 per cent.

John Lewis’ research also suggests there could be a baby boom next year – with searches for ‘new baby’ on johnlewis.com in December up by 274 per cent.

Simon Coble, trading director of John Lewis says: “The world is a very different place than it was in January.  This year we stayed in, hunkered down, decked out and spruced up our homes.  At John Lewis, we’ve been quick to change the way we help our customers – from the launch of virtual services bringing our Partners’ expertise directly into their homes to offering them more local and convenient places to pick up their Click & Collect purchases.  While this extraordinary year is drawing to a close, there are many lessons we’ve learned, from embracing time spent with loved ones to enjoying the simpler things in life which will stay with us for the future.”

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