Social shopping, soggy weather, Oura Rings and barrel leg jeans were some of the key trends impacting consumer habits over the past 12 months, according to the How We Shop, Live and Look report from John Lewis.
Retro 80s trends, preppy and Brat Girl fashions made a big impact on 2024, as social shopping was “definitely in fashion”. Some 19% of the 1,996 customers surveyed said they have shopped more with friends and family this year, and 68% of them said they like to combine it with other activities like eating out.
Half of those surveyed (51%) said they like shopping with friends or family because it’s a good way to spend quality time together, rising to 59% of 18-44 year olds. But only half (48%) want their advice on what to buy.
“We’ve seen a record number of app visits this year, but the enjoyment of shopping in person and expert face-to-face advice is here to stay. What’s more, whether it’s advice for new parents or personal styling sessions, we’re seeing huge demand for our in-store services, as well as a significant rise in people turning their shopping trips into a bigger social event and enjoying our restaurants as part of their visit,” explained Peter Ruis, executive director for John Lewis.
The retailer also found that the very British weather altered shopping habits. It was a wet year, the sixth wettest April of the last 189 years. This drove sales of dehumidifiers up 22%, and sales of gazebos down 25%.
When the sun finally came out, John Lewis witnessed an “at-home cocktail revolution – given a shake and a stir by Stanley Tucci”. Sales of large, decorative ice moulds – were up 88% on last year, while sales of more standard old-school ice cube trays fell 39%.
Concerns about tap water quality seem to have driven people to make ice and drinks with filtered water, with a 37% surge in sales of water filtration kits and jugs.
Shoppers weren’t just concerned with hydration but also skin protection – sales of SPF30 creams fell significantly – down 20% on last year. Meanwhile sales of creams with SPF factor 50 jumped 18%.
While holidays abroad have been on the rise, the size of the luggage you’re allowed to take onto a plane has been shrinking. Travellers have got a handle on the new baggage rules and are buying underseat luggage which now accounts for one in ten luggage sales.
Small handbags were given the cold shoulder, according to the retailer. As consumers tired of forcing essentials into them, they fell back in love with large, tote style bags which fit everything. The number of small bags in the top ten bestsellers halved to just four.
