John Lewis has recently unveiled its latest report, the 2020 Shop Live Look report, shedding light on consumer behavior and shopping trends amidst the unique circumstances brought about by the global pandemic. This year has seen a shift towards comfort, self-gifting, and beauty tech as prominent themes in the shopping habits of consumers.
With the rise in remote working, sales of loungewear and leggings soared by an astonishing 1,303%, indicating a preference for more relaxed and cozy attire. Even as restrictions began to relax and people started stepping out again, the demand for loungewear continued to climb, suggesting a lasting change in the realm of fashion.
The report also highlighted a significant increase in online shopping, which now constitutes 60-70% of John Lewis’ sales, up from a pre-pandemic 40%. Interestingly, customers are now more inclined to browse and purchase during working hours, between 11 am and 4 pm, rather than the traditional evening shopping spree, showcasing a shift in shopping patterns influenced by the current environment.
Self-gifting has become a popular trend, with consumers indulging in luxury items like TVs, Dyson Airwraps, and Apple Airpods in the lead up to the festive season. Sales of dresses witnessed a staggering 529% surge in the first week of December, as individuals sought to celebrate the holiday season in a stylish manner despite the constraints of lockdowns.
The influence of celebrities and television shows on consumer choices was evident, with sales of berets spiking by 65% following the success of ‘Emily in Paris’. Conversely, sales of cozy staples like slippers saw a 48% uptick as individuals prioritized comfort and snugness in their daily lives.
Men’s make-up experienced a surge in popularity, with War Paint for Men’s successful pop-up at John Lewis Oxford Street. Reflecting the increasing interest in male grooming and beauty products, the brand launched online and surpassed sales expectations by over 50%.
Beauty tech also witnessed a surge in sales, with the MZ Skin Light-Therapy Golden Facial Treatment Device witnessing a substantial 178% increase in November compared to October. This trend underscores a preference for at-home beauty treatments and skincare routines, as consumers adapt to the ‘new normal’.
Looking ahead to 2021, John Lewis anticipates that casual clothing will remain a prominent trend, with loungewear and athleisure continuing their popularity. As consumers prioritize comfort and functionality in their clothing choices, the trajectory towards casual attire is expected to endure post-pandemic, shaping the fashion landscape in the upcoming year.
To read more about the latest trends in consumer behavior and shopping habits, check out John Lewis’ 2020 Shop Live Look report here. For insights on beauty tech and skincare routines, explore the MZ Skin Light-Therapy Golden Facial Treatment Device here.
