In 2024, John Lewis shoppers were influenced by weather patterns and nostalgia. This year’s shopping data reveals several key trends.
- John Lewis’ Oura ring dominated tech sales, marking it as the year’s prime status gadget.
- Demand for dehumidifiers increased 22% due to persistent wet weather.
- There was a significant change in ice mould preferences, with decorative types rising 88%.
- Fashion trends shifted towards cut-out swimsuits and barrel leg jeans, while small bags lost popularity.
The shopping behaviour of John Lewis customers in 2024 was greatly influenced by the UK’s weather and retro trends. As shoppers navigated soggy conditions, dehumidifiers became essential, driving a 22% increase in sales compared to the previous year. In electronics, the Oura ring emerged as the most sought-after tech product, with every second ring sold at John Lewis being an Oura. It was described as the “ultimate status symbol.”
Summertime brought a new trend in how people kept cool. Shoppers turned away from traditional ice cube trays, leading to a 39% fall in their sales. Instead, there was a remarkable 88% increase in the sales of decorative ice moulds, indicating a preference for imaginative, aesthetically pleasing designs in household items.
Sun-consciousness also became evident in personal care choices, with SPF50 creams gaining favour over SPF30 lotions, increasing by 18% while the latter decreased by 20%. This shift suggests a growing awareness and demand for high protection against sun exposure.
The year also saw a notable rise in beauty product sales, particularly in hair and skin care. The popularity of hair masks, oils, and glosses grew by 33%, while body cream sales went up by 25%. The introduction of Sol de Janeiro’s ‘Bum Bum’ cream was particularly successful, marking it as John Lewis’s most impactful beauty launch.
Fashion trends were equally dynamic. The demand for cut-out swimsuits and barrel leg jeans surged, with online searches for the latter increasing by 60% from the previous year. This trend shift aligns with broader cultural influences, such as TV shows impacting consumer preferences.
Finally, in home decor, consumers leaned towards brass over chrome, with sales of curtain tiebacks more than doubling, and quilted throws gaining a 30% sales boost, influenced perhaps by popular TV series adaptations.
John Lewis’ 2024 sales patterns illustrate the UK’s shifting consumer preferences, driven by weather, nostalgia, and tech trends.
