John Lewis has unveiled its annual report into the nation’s spending habits and it seems big furniture, 90s fragrances and Siobhan Roy’s wardrobe had the nation reaching for their credit cards.
Hit HBO series Succession influenced our fashion purchases this year, with sales of tailoring increasing by 70%, no doubt thanks to Shiv. Meanwhile sales of half-zip jumpers (sported by her brothers) outsold crew neck pullovers by 62% since the start of the season.
Sales of luxe silk scarves also increased, and following the episode when Tom lampoons a character’s ‘ludicrously capacious bag’, searches for large bags jumped 20%.
The two largest blockbuster films of the year, Barbie and Oppenheimer, combined to create the powerful ‘Barbenheimer Effect.’ Sales of pink handbags increased 70% and searches for the pink Arizona Birkenstocks were up 67%.
And, nearly a decade on from Peaky Blinders, Cillian Murphy was responsible for another hat craze: the fedora, which outsold flat caps by 21% during July.
Amazon Prime show Daisy Jones & The Six had us longing for a ’70s look. Within days of the launch in March, searches for flared jeans increased by 43%, denim shorts by 80%, and maxi skirts by 62%.
Analysing the products and trends that have shaped the last year, the report finds that we’re falling out of love with DVD players (sob) and fidget spinners (no big surprise there), and we’re into air fryers and pizza ovens in a big way.
Over the last year, customers have returned to the shops – particularly on Saturdays for a family day out, with footfall increasing by 11%. By contrast, during lockdown, 81% of Great British sales came from the internet, but this has now fallen back down to 57%.
Of course, a pit stop is a natural part of the shopping ritual: hospitality and catering sales skyrocketed by 20% last year, and we sipped on 3.09 million cups of coffee and 1.79 million pots of tea. Caffeine levels? Consider them restored.
In terms of home appliances, we overwhelmingly opted for rechargeable lamps and fans, with microwave cooking products experiencing an increase of 41%.
And we kitted ourselves out for the seasons, too: the so-called ‘duvet sandwich’ became a new trend, seeing customers buying a 4-tog for summer and a 9-tog for autumn, buttoned together to create a powerful 13-tog warmth, human burrito style.
Tiny, miniature-sized items are often fascinating, but this year we were drawn to supersized interiors. Sales of sofas with five or more seats bumped up by 36%, whilst supersized statement rugs increased by 61% and super-king mattresses by 32% versus 10 years ago.
Kathleen Mitchell, John Lewis’s commercial director, says: ‘Over the last 10 years, our ‘How we shop, live and look report’ has shown us how the nation’s shopping habits have evolved, with customers forming new shopping habits and traditions.
‘Within the last 12 months we have really seen a return to the shops and a return of style. Customers are eating, drinking, spending time in our shops and enjoying all that our stores have to offer – customer numbers are up 8% on last year as many families have discovered, it’s quite a good value day out!
‘We are excited for what is to come as customers seek out a more contemporary look and a bit more excitement within the way they shop, live and look with us.’
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