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Old antiques and country style attract attention, pets, DIY categories rise to prominence


In its How We Shop, Live and Look in 2021 report, John Lewis, a long-established British department store, surveyed consumer shopping habits from October 2020 to September 2021 and concluded that the New Coronavirus outbreak has had a huge impact on consumers' lives and that changes in consumer shopping behavior will be long-lasting.



Let's take a look at what the highlights of this report have to offer.



The ongoing Newcastle pneumonia epidemic has caused major changes in how consumers shop.


In the last financial year, sales on the Johnlewis.com website increased by a staggering 73%.


It now accounts for 60% to 70% of John Lewis' total sales, up from 40% before the crisis.



This makes sense.

With non-essential stores having been forced to close for much of the past year, customers had no choice.



Social media platforms are no longer just places to post pretty pictures - consumers are now browsing, sharing, discovering, talking and shopping more through social platforms.



The official John Lewis account on the social platform Instagram currently has almost 1 million followers, having added over 200,000 followers in the last year.


Therefore, as a retailer you should adapt to the way your customers do things. Prior to the New Crown Pneumonia outbreak, it was estimated that £6 out of every £10 of online sales were driven by our physical stores.



Now it is estimated that this figure is only £3 in every £10 (driven by physical stores).


As a result, John Lewis is changing its business format accordingly, calling it the 'right space, right place' strategy. The difficult decision to close eight John Lewis stores was taken last year.


John Lewis remains the largest department store group in the UK, with a nationwide network of physical stores that will continue to showcase inspiring products. It also has a John Lewis shopping area in its Waitrose stores.



As shopper behaviour changes, we will continue to keep changing and adapting.



Old-fashioned vintage style is popular



Working with the antiques marketplace Vinterior platform to sell an exclusive range of vintage furniture, from mid-century tables and sideboards to drinks carts and lounge chairs.


Each piece has been expertly sourced and carefully selected, and meticulously restored to the highest standards to bring a truly unique product to our customers.



On the John Lewis website, searches for 'sustainable homes' rose by 650%, 'wine' by 77% and 'antiques' by 55%.


Rustic is on the rise



Rustic is also a force to be reckoned with this year, evoking a simpler, more sustainable existence for customers in the countryside scene and rural living.



Romantic and nostalgic, the popularity of rustic style may be due to the fact that people dream of moving to a place of obscurity to live a life of peace and relaxation.



This year, sales of rattan products increased 154%, floral print dresses increased 32% and floral print shirts increased 78%.



The Ixia dried flower line was launched in February and these now represent 10% of our floral product volume. In addition, there has been a surge in customer interest in handicrafts such as knitting and embroidery.



According to research by the Pet Food Manufacturers Association, a total of 3.2 million UK households purchased pets during the New Crown epidemic.


This means that 17 million UK households now own pets, representing more than half of all households. Pet business sales also increased by 113%.



Spending and consumption related to pets will continue to grow in the future.



As the amount of time spent at home increases, the number of meals cooked in the UK has increased significantly, as has the attention paid to the table and its setting.


To liven up their tables, sales of colored tableware have increased by a third year-over-year, outpacing demand for white tableware.



Tablecloth sales were up 79%, napkins were up 97%, old school napkin rings were up 22%, candlestick holders were up 13% and candlesticks were up 34%.



Decorating and setting the table allows people to find joy in the monotony of life and a happy focal point for the evening hours.



The #tablescaping hashtag on Instagram has over 50,000 posts.



Sales of various jugs and cans are up by a quarter and beer mugs are up by a fifth.



In addition, sales of sewing machines increased by 9%, and many people started making tablecloths and napkins and using them for their own table photos.



Inevitably, sales of wedding products were hit by the fact that weddings could not take place or were severely restricted.


Bridal jewelry and apparel saw a significant drop in sales during the various epidemic quarantine periods.



However, when restrictions were eased in July, love resurfaced. Sales of seasonal wedding products rebounded 255% over the summer months.


Sales of bridal accessories from John Lewis' Katie Loxton collection were up almost 300%. Meanwhile, sales of wedding shoes were up 168%.

For more information about European and American home furnishings, please continue to pay attention to Grammy Home.


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