John Lewis Shop Live Look report examines how we lived, worked, socialised and shopped last year.
The end of December 2020 saw John Lewis release its annual Shop Live Look report which looks back on the last 12 months, revealing how the COVID-19 pandemic reshaped our lives in almost every way.
Based on analysis of internal sales data and shopping trends, the report found that in a year when we couldn’t go out into the world, we brought the world into our homes. From transforming spare bedrooms into workspaces to turning our gardens into summer holiday destinations, Britons fell back in love with their homes during 2020.
John Lewis found that nearly 10,000 home design appointments (both virtual and in-store) took place in 2020, while sales of ready made curtains (+19%) and paint (+33%) grew.
Sales of TVs were up 45% and the ‘Netflix effect’ saw sales of items used in its landmark series soar. For example, sales of chess sets were up 121% as The Queen’s Gambit proved to be a huge hit; sales of berets rocketed 65% thanks to Emily in Paris; and sales of chintzy floral curtains and patterned upholstery increased by 20% due to The Crown.
With many of us working from home, sales of loungewear and leggings rose by a staggering 1,303%.
Old routines were also replaced with new – sales of alarm clocks dropped 38%, but espresso makers grew by 12%; travel was off the agenda (suitcase sales down 69%), as was going ‘out out’ (high heels down 62% and party handbags down 56%); but home fitness was embraced with fitness trackers and smart watches growing 64% and John Lewis launching Peloton concessions in nine of its shops in response to the trend.
Parents found new ways to keep children entertained, introducing them to toys of their childhood, with both Hornby and Scalextric returning to John Lewis’ shelves.
Online now accounts for 60-70% of John Lewis sales whereas before the pandemic it was only 40% and customers are now shopping during the working day (11am-4pm) rather than their evenings (7pm-10pm).
And, as many have predicted, the retailer is seeing signs of a baby boom next year – with searches for ‘new baby’ on johnlewis.com in December up by 274%.
In addition, there was a 370% uplift in greeting cards sales online, as well as a 55% increase in people sending JL.com orders as a gift compared to 2019.
“The world is a very different place than it was in January 2019,” said Simon Coble, trading director at John Lewis. “Last 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.
“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.”
The Shop Live Look report is designed to showcase trends from January 2020 to early December 2020.
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