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John Lewis reveals customers' shopping habits with in-depth report
Image courtesy of John Lewis

John Lewis has launched its first ‘How We Shop, Live and Look’ report, which offers a fascinating insight into its customers shopping habits over the last 12 months.

GENERAL MERCHANDISE

John Lewis reveals customers' shopping habits with in-depth report

John Lewis has launched its first ‘How We Shop, Live and Look’ report, which offers a fascinating insight into its customers shopping habits over the last 12 months.

The research is the most comprehensive review of data that the retailer has ever undertaken and reveals the tastes of the nation in our homes and wardrobes.

In analysing online shopping behaviour, the report shows how people are making best use of the multitude of shopping channels now available by weaving them into their routines.

In a typical shopping day, visits to johnlewis.com via tablets peak steeply at 9pm and during ad breaks, when people use tablets while watching TV. Traffic from smartphones then reaches its peak until 9am, as those customers who are not asleep shop from their beds. When people arrive at work, the desktop takes over as the shopping channel of choice until around 4pm.

Upholstery was found to have the highest number of views before purchase while furniture has the longest buying journey of any product, taking up to nineteen days. 

The report notes that sales of 60”- 69” TVs increased by 145%, compared with a decline of 34% for screens of 23” - 31”. 46” plus screens are now the fastest growing area within TVs at John Lewis driven by improvements in picture quality and customers’ desire to replicate a cinematic experience.

John Lewis found that the nation’s love of kitchen gadgets is showing no sign of abating as customers' buying habits are influenced by the plethora of TV cookery shows . The retailer saw sales of sous vide equipment increase by 44% per cent year-on-year while KitchenAid sales climbed by 66%.

Looking at fashion, the report shows that customers are defying convention and no longer dressing for their age with older customers making bolder choices. Meanwhile, young women are adopting styles traditionally associated with their mothers and grandmothers, with sales of silk scarves up 24%.

In menswear, demand for gentlemanly attire and accoutrements is increasing, with sales of bow ties up by 15%, cravats by 10% and brogues by 26%. The retailer said men now make up 44% of its customer base.

The report maps key events from the past year to show how they influenced sales. Food mixer sales climbed by 62% and sales of cake cooling racks soared by 70% during series three of The Great British Bake Off. In addition, sales of a £35 plastic mincer increased by 48% year-on-year following the horsemeat scandal.

Where some products took off, others faltered. Coloured jeans, e-readers, three-piece suites and 3D TVs were just some the items listed as having fallen from favour this year.

Commenting on the report, John Lewis managing director Andy Street said: “Since 1919, we have released our weekly trading updates to the general public. With our 150th anniversary approaching, our first ever How We Shop, Live and Look report provides an even richer analysis of the products and channels favoured by the nation, their peculiarities and preferences. By opening this data up to the public, we hope to offer some real sociological insights, which people can turn to in years to come for a nostalgic glimpse of how we shopped, lived and looked.”

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