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John Lewis reveals ‘for all life’s moments’ rebrand as spending habits shift post-Covid


John Lewis: Shoppers ditch lockdown lifestyle and loungewear as spending habits shift post-Covid
“Customers have enjoyed the return of travel, part time office working and in-store shopping.”
// John Lewis figures suggest that shoppers are putting lockdown behind them as they buy more formal wear and travel-related items
// The retailer has removed wall-mounted desks from sale altogether as customers have “cast off the trappings of a life in lockdown”

The John Lewis Partnership has revealed its annual insights into the consumer trends of 2022 with the release of its How we shop, live and look report.

Sales figures at the retailer suggest that non-wired bras, velour tracksuits, jigsaws and wall-mounted desks have fallen out of favour with British shoppers as they put the lockdown lifestyle behind them as they head back to the office

The report suggests customers are “casting off the trappings of a life in lockdown” with sales of non-wired bras down by a third, sales of loungewear velour tracksuits falling by 50% and wall-mounted desks removed from sale altogether, as “we reclaimed our homes and left the office at the office”.

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The retailer said a big shift in Britain’s shopping habits in the past year is that people are making more of everyday moments, rather than just the big experiences, calling it the new ‘Moments Economy’.

Shopping itself became more of an enjoyment, John Lewis says, as 60% of people surveyed said they went shopping ‘for the joy of it’.

The business said this new focus is based on its extensive research showing a profound shift in behaviour with shoppers seeking joy in everyday moments, not just the big experiences and the emergence of a new Moments Economy.


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