John Lewis has published its Shop Live Look report 2020 examining how we lived, worked, socialised and shopped in an extraordinary year. The retailer’s annual Shop Live Look report, which looks back on the last 12 months, reveals how the Covid-19 pandemic reshaped our lives in almost every way.
Based on analysis of extensive internal sales data and shopping trends, the report reveals in a year when we couldn’t go out into the world and so 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 this year.
Key findings include:
- We shopped online more than ever in 2020 – and we were doing it all day long. Online now accounts for 60-70% of John Lewis sales. Before the pandemic, it was only 40%. Plus, customers are now shopping during the working day (11am-4pm) rather than their evenings (7pm-10pm).
- 2021 – a baby boom and more love and care for our homes, wellbeing and planet. As many have predicted, we’re seeing signs of a baby boom this year. Searches for ‘new baby’ on johnlewis.com in December were up by 274%. We will also be making informed decisions about who we shop with and their ethical credentials.
- We truly turned our homes into our castles; reconfiguring our living spaces as offices, schools, gyms and home cinemas. As the year progressed, we were more in love than ever with our homes, treating them to a facelift.
- Other trends included how we have taken pleasure from the simpler things in life. We rediscovered the art of letter writing while being unable to see loved ones. With special occasions and holidays put on hold last year, we took a step back and became more tuned into the world around us; from supporting reuse and recycling to sending online gifts (55% increase in people sending JL.com orders as a gift in 2020 compared to 2019). There was also a +370% uplift in greeting card sales online.
Click here to download the John Lewis Shop Live Look Report 2020.
