HOW WE SHOP, LIVE AND LOOK 2020 HOW THINGS HAVE CHANGED... 2020 MEN’S MAKE UP FREED OURSELVES FROM THE TYRANNY CHRISTMAS CAME EARLY

JANUARY MAY SEPTEMBER OF THE WAISTBAND Men’s makeup went Christmas came early with THE YEAR mainstream following We freed ourselves the earliest ever launch of War Paint for Men’s from the tyranny of the John Lewis Christmas successful pop up at the waistband and we shop. Christmas sales John Lewis Oxford Street. became comfortable at John Lewis were up

THAT CHANGED We launched War Paint keeping it casual. With +112% vs 2019 in the for Men online after many of us working last week of September. EVERYTHING demand was more from home, sales of Sales of Christmas trees than 50% higher than loungewear and leggings and decorations were expected instore. rose by 1,303% compared up +232% and +156% to May 2019. respectively. FEBRUARY JUNE OCTOBER DATE NIGHT? BREAKFAST TAKES CENTRE STAGE THE GREAT OUTDOORS

Date night in a fancy restaurant was off the Breakfast became the Following new social agenda for this year’s Valentine’s Day with most important meal distancing restrictions in There’s no question. 2020 will be remembered as the year many using it as an excuse to throw a party. of the day with more of some parts of the country, that changed everything. The global Covid-19 pandemic has Valentine’s themed decorations were up 23% us taking the time to sit John Lewis saw women’s transformed every aspect of our lives: how we shop, live, including Valentine’s heart bunting and heart- down and enjoy a morning outerwear up 153% socialise and work. shaped confetti filled balloons. feast with our nearest and compared to September dearest. John Lewis sold as well as strong sales of It has been a year in which people’s homes truly became their out of egg cups online outdoor heaters which castles. We couldn’t venture out into the world, so we brought in June, while sales of were up 1,625% and pizza Le Creuset butter dishes ovens sales were +348%. the world into our homes. We’ve stayed in, hunkered down, were up 107% and decked out and spruced up our living spaces. John Lewis espresso makers sales were up 12%. As well as reconfiguring our living spaces as offices, schools and gyms, we’ve treated ourselves to new technology, from coffee machines to TVs. We’ve rediscovered forgotten pleasures such MARCH JULY NOVEMBER as letter writing. And we’ve freed ourselves from the tyranny THE ART OF LETTER WRITING HOLIDAY AT HOME GAMING NEWBIES of the waistband by embracing comfortable clothing. Lockdown saw many of With many unable to get Demand for gaming No-one chose to have the year we’ve had. But we’ve accepted us take up the art of letter away for their summer soared this year and these changes with pragmatism and humour. We’ve brought writing to stay in touch break, customers brought November saw record with loved ones and sales the holiday vibes to their breaking product launches holiday vibes to our gardens by buying pizza ovens and of calligraphy pens were gardens with sales of from Playstation and paddling pools. And the lockdowns have caused what we’re up +406%, notecards paddling pool & inflatables Xbox. Virtual Reality has calling the Netflix Effect. Sales of chess sets soared as and writing sets were +156%, swingball sets, also seen high demand The Queen’s Gambit grew in popularity; berets rocketed due up +227% and writing beach toys and garden and sales of Oculus are to Emily in Paris; and sales of floral wallpaper and patterned stationery was up 85%. games +108% and up 280%. self-tanning products upholstery leapt thanks to The Crown. Homes have become up by 45%. castles, indeed. At John Lewis we’ve adapted too. In March, when we closed our shops for the first time in our 150 year history, we brought our services online to ensure our Partners continued to deliver APRIL AUGUST DECEMBER support to customers in their homes. We also added extra 2020 : YEAR OF THE RAINBOW WE TURNED OUR HOMES INTO CASTLES TREAT YOURSELF capacity to meet the additional online demand. We were Bright colours dominated homes As the country began to It’s clear that we have been delighted to welcome our customers back into our shops and wardrobes across the adapt to life post-lockdown, treating ourselves in the run when we reopened this year. country as Brits embraced the we saw a surge in customers up to Christmas with new TVs, rainbow as a sign of resilience looking to revamp their Dyson Airwraps and Apple This year we’ve all become more aware of how we can play a and hope in support of our homes and wardrobes with Airpods in high demand. meaningful role in our communities. The world today is a very NHS and key workers. Sales of bookings for home design and Sales of dresses in shops were different place than it was in January. It’s clear that many of women’s fashion lines featuring personal styling appointments also up 529% in the first week these changes are here to stay. rainbows doubled at John Lewis soaring at John Lewis. of December with many of while rainbow crafting kits to us preparing to celebrate the keep kids entertained flew off festive season in style. the shelves and sales of rainbow SIMON COBLE jigsaw puzzles were up 575%. Trading Director for John Lewis HOW WE TH E SHOPPED PATTERNED UPHOLSTERY

Chintzy floral curtains and We have all been shopping online more We have been using our mobiles and desktops As the daily commute has become a distant patterned upholstery sales this year and online sales at John Lewis now more for online shopping this year with traffic memory, online orders on Johnlewis.com are NETFLIX were up 20% in November, accounts for 60-70% of sales, before up 55% and tablet traffic down 41% compared now spread throughout the day from 11am - following the launch of Series 4 the pandemic it was 40%. to last year. 4pm compared to last year when orders were of The Crown. mainly placed between 7pm - 10pm. 20%+ Online orders are EFFECT Online Sales at John Lewis Mobile and desktop traffic now spread from 60-70% + 55% + 11am-4pm

This year, we have had to make the most of many a night spent 'in', from making these more enjoyable with homemade feasts or treating ourselves to new cushions for the sofa, our living areas have become our sanctuaries. Last year orders were Before pandemic Tablet traffic down mainly placed between

We spent hours binge-watching our + favourite shows on Netflix and 2020 40% 41% 7pm-10pm saw chess sets jump 121% as the Queen’s Gambit encouraged check mate, while sales of berets soared 65%, a firm favourite of Emily in Paris. The release of the new CHESS SETS series of The Crown saw sales of chintzy 2020 saw chess sets jump 121% as the Queen’s Gambit However, many of us are still using Many of us opted for home delivery this 2020 also saw a surge in online food shopping floral curtains and patterned upholstery encouraged check mate. our evenings for online browsing with year with 25% more John Lewis orders and weekly Waitrose.com deliveries have up 20% since mid-November. 8pm - 10pm proving to be the most being delivered to our front doors compared almost quadrupled since the start of the year. 121%+ popular time to browse Johnlewis.com. to 2019. "This has been the year that BERETS we've seen customers opting We all gave a little love for the 'classics' with high demand More orders being delivered Most popular browsing time to our front doors than 2019 from afar this year and Sales of berets soared for Monopoly and Scrabble as 55% more online orders 65%, a firm favourite we sought for ways to keep were sent as a gift of Emily in Paris. + busy during the lockdowns. 8pm-10pm 25% compared to 2019 The release of the Queen's + + Gambit in October saw many 55% 65% of us inspired to brush up our checkmate skills and demand for Chess Sets soared with over double the sales in comparison to the same time last year." NICOLETTE KELLEHER Assistant Buyer, Toys, John Lewis RENTED FURNITURE

Following a successful launch with furniture rental service Fat Llama, W H AT 86% of the products were rented out in the first 48 hours. + SHEER 86% F L E W UNDERWEAR AND BODYSUITS While the nation opted for pyjamas SAD LAMPS and loungewear, it was what was underneath that mattered, with Taking care of ourselves has customers treating themselves to sheer become a key priority for many O F F T H E underwear and all in one bodies. this year and John Lewis has seen SAD lamp sales up 81% since January. + SHELVES BREAKFAST ITEMS 81% Breakfast became one of the most important meals of 2020, as families took the time to sit down and enjoy the first meal of the day together. Honey drizzlers and toast tongs flew off the shelves and BEAUTY TECH FITNESS cereal bowl sales are up 36% this year as this trend has stayed with us. Waitrose has This year, we took our beauty TRACKERS reported 'Morning Goods' are up 6% this regime into our own hands and year compared to 2019, driven by sales of John Lewis saw sales of the MZ Keeping fit and getting active at home crumpets and muffins which are up 29%. Skin Light-Therapy Golden Facial saw athleisure sales and workout Roast and ground coffee sales are also up Treatment Device were up 178% in equipment soar and sales of fitness +7.6% and tea sales are up 7%. November compared to October. trackers and smart watches are up 64% compared to 2019. We also launched Peloton concessions in John + Lewis shops in response to this trend. TVS AND PROJECTORS 178%

+ Staying in became the new going 64% out and sales of TVs were up 45% since March. HAND CREAM

Hand sanitisers dried out the + nations hands and nourishing COFFEE MACHINES NOSTALGIC TOYS hand cream sales were up 45% 17% uplift since March 2020. At home baristas brewed up a storm We sought for new ways to keep the kids with coffee shops closed across the entertained and introduced them to the toys country. Sales of coffee machines of our childhood. Sales of Scalextric were up + were up 22% at John Lewis and 100% in November compared to October. 17% Waitrose also reported sales of barista style alternative milks were up 64% from the beginning of the + year to early July led by oat milk (+113%) and soya (+26%). 100% SLIPPERS

+ Keeping cosy was top of the 22% agenda for many in 2020 and sales of slippers grew 48%. 48%+ WHAT WE STOPPED BUYING

GOING “OUT OUT” HIGH HEELS LIPSTICK HANDBAGS 56% 62% 54%

As staying in became the Customers opted for Government guidance new going out, clutches comfortable footwear such to wear face coverings and small party bags sales as slippers and trainers saw sales of lipstick fell 56% this year. during extended periods down 54% but saw sales spent at home and sales of of mascara lift. court shoes have fallen 62% since February.

ALARM CLOCKS 38% CAMERAS 31% SUITCASES 69%

Lockdown saw many of With travel and special The ongoing pandemic us putting our rigid daily occasions put on the put many holiday plans schedules aside and back burner for 2020, on hold and demand for sales of alarm clocks fell sales of cameras fell suitcases dropped 69% 38% at John Lewis as 31%, with many relying this year. we adapted to a more on their phones to relaxed routine. capture their lockdown memories.

IRONING BOARDS 26% LUNCHBOXES 20% FORMAL BRACES 58%

With the nation told to Working from home saw us Keeping it casual saw sales work from home, the spending more time making of formalwear topple with need to look smart fell by homemade lunches and cummerbunds down the wayside and sales of sitting down to enjoy a meal -83%, braces -58% and ironing boards fell 26% in at home. Lunchbox sales are armbands -60%. March alone. down 20% this year. WE’LL BE MORE INVESTED THAN COLOUR SPLASH EVER IN OUR PLANET

Splashes of colour are set to 2020 has made us all more mindful of dominate our wardrobes, homes those around us and the planet we live on. and even makeup next year as With the circular economy set to continue, many of us will continue to playfully we expect reuse and recycle to remain use colour to lift the mood. top of the agenda. When the John Lewis Partnership asked a sample of customers about their priorities in summer 2020, a third said that when considering the ethical credentials of a purchase it's most important the brand they're buying from can demonstrate these across its whole WHAT’S business, a third said it's more important the product being purchased meets their ethical standards.

2021 BABY BOOM

Searches for 'new baby' on Johnlewis.com TO COME were up 274% in December as new parents have been preparing to welcome a new addition in 2021. November and December have also seen high demand for nursery appointments as parents-to-be have been getting their homes ready for their IN ’21 ?’ new arrival.

A baby boom and more love and care for our homes, wellbeing and the planet.

EMBRACING SWEDISH STYLE LIVING

Our outdoor areas have never worked so hard for us and this trend will continue into 2021 as we embrace the Swedish style of living and utilise our outdoor spaces all year round. We’ll be entertaining in the garden more than ever next year with plans to launch outdoor TVs and expand the offering of gourmet cooking appliances. John Lewis recently launched hot tubs due to overwhelming customer demand.

BIG SCREENS & LIFESTYLE TVS

2021 will see continued demand for 75”+ CASUALISATION WFH FULL TIME ALL ABOUT THE ZZZZS CELEBRATING DIVERSITY screens and projectors as people look to CONTINUES 2020 saw most of the population trialling Sleep is set to remain at the top of the wellness & INCLUSIVITY recreate the cinema experience and the working from home for the first time and this agenda with more brands entering the market delayed Euros and Olympics will see many Next year will see more fashion brands 2020 saw a raised commitment from the John Lewis trend is showing no sign of slowing for 2021. and sleep assistants set to be big for 2021. hosting at home. focusing on loungewear and athleisure as Partnership to build a truly inclusive business and work We will continue to invest in bedding, pyjamas customers opt for more casual attire when it With many looking to create an optimised with brands which promote and celebrate diversity and and our sleeping areas for the ultimate night’s kip. comes to their day-to-day wardrobe choices. working environment, we expect to see more inclusivity. John Lewis saw strong demand for hosiery brand of us purchasing new office equipment as Sheer Chemistry when it launched in November 2020 and well as updating our existing technology and there are plans in the pipeline to work with more brands even creating new areas in their gardens to which celebrate diversity, quality, value and authenticity work from. for 2021. WANT TO KNOW MORE?

John Lewis & Partners Communications

171 Victoria Street London SW1E 5NN Email: [email protected] Phone: 0207 592 6994