Rise of Flamingos vs. the Demise of Selfie Sticks – What we’ve Learnt from the John Lewis Retail Report

The past twelve months have certainly been eventful, defined by a number of political, economic and cultural shifts. But how has that affected the way we shop, live and look? That’s the question the nation’s favourite retailer John Lewis has once again attempted to answer in their annual Retail Report, published last week.

Based on an analysis of John Lewis shopping data from August 2015 to September 2016, the report reveals a number of fascinating insights into our daily shopping habits, concluding that as a nation we’re getting braver with our purchases, but are still heavily influenced by a variety of factors, from the weather to celebrity trends.

It’s easy to forget how many factors affect what we purchase. The report lays out a creative calendar showcasing the correlation between key events each month over the course of the past year and the subsequent effect on sales, for example Jeremy Corbyn’s election as Labour leader in September 2015 led to an 11% rise in sales of red socks!

Products that defined the year include the white trainer, statement water bottles, avocados and pink flamingos. However, what we left behind were selfie sticks, alarm clocks and tablecloths.

Another insight that struck a chord was a 60% rise in customers visiting the John Lewis website after being inspired by visual content shared on social media, reiterating that our own social work is more important than ever – a picture really is worth a thousand words.

It’s been interesting to see the variety of news angles taken from the report by each different media outlet, and as companies continue to adapt their product offerings to intertwine with the latest current affairs, I’m left pondering what will define the year ahead for shoppers…

By Rachel Sewell