John Lewis Shop Live Look report examines how we lived, worked, socialised and shopped in an extraordinary year.
John Lewis has released its annual Shop Live Look report which looks back on the last 12 months, revealing 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 found that in a year when we couldn’t go out into the world, we 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.
The report found:
Other trends include how we have taken pleasure from the simpler things in life. We’ve rediscovered the art of letter writing while we’ve been unable to see loved ones, and we’ve recreated holiday vibes in our back gardens. With special occasions and holidays put on hold this year, we have taken a step back and become more tuned into the world around us - from supporting reuse and recycling to sending a little love via online gifts (55% increase in people sending JL.com orders as a gift compared to 2019) and +370% uplift in greeting card sales online.
Simon Coble, Trading Director of John Lewis says: “The world is a very different place than it was in January. This year we stayed in, hunkered down, decked out and spruced up our homes. At John Lewis, we’ve been quick to change the way we help our customers - from the launch of virtual services bringing our Partners' expertise directly into their homes to offering them more local and convenient places to pick up their Click & Collect purchases. While this extraordinary year is drawing to a close, there are many lessons we’ve learned, from embracing time spent with loved ones to enjoying the simpler things in life which will stay with us for the future.”
This year’s Shop Live Look report is designed to showcase trends from January 2020 - early December 2020.
The John Lewis Partnership owns and operates two of Britain's best-loved retail brands - John Lewis & Partners and Waitrose & Partners. Started as a radical idea nearly a century ago, the Partnership is the largest employee-owned business in the UK and amongst the largest in the world, with over 78,000 employees who are all Partners in the business. For all intents and purposes, the Partnership is a social enterprise; the profits made are reinvested into the business - for customers and Partners. John Lewis & Partners operates 42 shops plus one outlet across the UK as well as johnlewis.com. Waitrose & Partners has 332 shops in England, Scotland, Wales and the Channel Islands, including 59 convenience branches, and another 27 shops at Welcome Break locations. Waitrose & Partners exports products to more than 50 countries worldwide and has 13 shops which operate under licence in the UAE. The retailer's omnichannel business includes the online grocery service, Waitrose.com, as well as specialist online shops including waitrosecellar.com for wine and waitroseflorist.com for plants and flowers.