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John Lewis sheds light on nation's shopping habits

John Lewis has released its second annual John Lewis Retail Report which explores a year’s worth of shopping data to reveal what the nation bought and how we bought it in the last twelve months.


John Lewis sheds light on nation's shopping habits

This year, the retailer looked at the increase in people browsing and buying on their tablets and smartphones and revealed that over 50% of web traffic to is now coming from mobile devices.

It also found that the rise of mobile shopping led to more people making purchases on the John Lewis website in the early hours, with online sales between the hours of midnight and 6am rising by 31% over the past year.

While mobile has become increasingly important and the ability to mix and match purchase channels and delivery options is now the norm, John Lewis said that 70% of all sales still take place in its shops.

The retailer found that customers invested heavily in sleep in the last year with sales of duvets and pillows rising by 20% and 18% respectively. In addition, sales of bedroom furniture grew more quickly than other areas within the furniture category.

Customers were also keen to make their mark in the kitchen by tackling more complicated tasks such as making their own pasta and filleting fish. This year, the retailer’s sales of ravioli kits shot up by 315% while sales of fishbone tweezers increased by 37% and sales of fish filleting knives by 16%.

John Lewis revealed that men were braver in their fashion choices this year with sales of orange shirts up 361% and pink socks up 75%. Meanwhile, women embraced the trend for clashing floral prints which resulted in floral patterned trousers and flower motif tops becoming best-sellers.

The report also maps key events from the past year to show how they influenced sales. TV hit Gogglebox prompted sales of lap trays to rise by 18% in February while Prince George drove a trend in nautical children’s fashion on the Royal Tour of Australia in April.

John Lewis managing director Andy Street said: “It seems fitting that in our 150th year as a retailer we are reflecting on the nation’s shopping habits. Since our first shop opened in 1864, John Lewis has a barometer for changing trends and tastes.”

“This year’s report is even more insightful than last year’s, with richer data, including new sections, such as how the nation shops for its children. We hope that in years to come people will turn to our report for a nostalgic glimpse of the trends that shaped the nation’s shopping habits.”

The report is created every year and is based on real data, which comes from the thousands of customer transactions which take place every day on the retailer’s website and in its shops. 

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