John Lewis reveals its hero products of the year
There’s a spring in trampoline sales! Numbers sold bounce back after pandemic lull with corner sofas and pizza ovens also soaring say John Lewis (but filing cabinets and neck ties are office-ially take a tumble)
John Lewis has revealed the ‘hero’ products that saw a spike in sales last yearTrampolines, hot tubs and pizza ovens were in demand as we socialised outsideSales of briefcases and travel accessories dipped as we spent more time at home
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Sales of hot tubs, pizza ovens and corner sofas soared in the last 12 months as we spent more time at home, John Lewis figures reveal.
The British retail giant has shared the hero products that have ‘defined the last 12 months’ in its annual How We Shop, Live and Look report, with many of the best-sellers reflecting a shift towards greater comfort and more entertaining at home.
Conversely, products like neck ties, briefcases and travel accessories saw a drop in sales as people stayed away from the office and missed out on holidays abroad.
Bigger and better: Sales of hot tubs and jumbo TVs (pictured) soared in the last 12 months as we spent more time at home, John Lewis figures reveal. The British retailer shared the hero products that have ‘defined the last 12 months’ in its annual How We Shop, Live and Look report
Comfort is key: Home entertaining drove a rise in the sales of pizza ovens (left), with the best-selling model outselling BBQs for the first time. Right, Crocs also enjoyed a surge in popularity
‘Four main trends defined what people shopped for this year,’ explained Pippa Wicks, executive director at John Lewis.
‘Firstly, they looked to turn rooms in their homes into multifunctional living spaces. Secondly, they used technology to help them achieve this.
‘Thirdly, we saw a rise in people cooking from scratch or seeking help with their meal preparation. Baking and cooking became family activities.
‘And fourthly we saw a move to casual dressing as Working From Home became the norm. There is still a place for formal dressing, but casual is here to stay.’
More time at home was reflected in the rise in sales of corner sofas (95 per cent) and jumbo TVs (146 per cent), while demand for statement desks (65 per cent) and ergonomic chairs (85 per cent) soared as workers invested in their home offices.
Comfortable clothing also enjoyed a boost: sales of women’s nightwear rose by 80 per cent, with pyjama sets performing particularly well. At the same time shoppers ditched thongs.
Our homes are our castles: Corner sofas became even more popular due to the need for pieces of furniture that are versatile and could be adapted to suit a range of spaces
Meanwhile those who were lucky enough to have outdoor space splashed out on added luxuries.
Sales of trampolines bounced by 270 per cent as parents looked for ways to keep their children active and entertained, while hosts snapped up hot tubs (200 per cent) and pizza ovens (195 per cent) for outdoor get-togethers.
Staycations drove up a tent sales (650 per cent) and the wild swimming craze meant more men were snapping up Speedo briefs (+100 per cent).
