Annual sales figures from John Lewis reveal comfort is no longer king for customers. Its annual How We Shop, Live And Look report suggests shoppers are “casting off the trappings of a life in lockdown” with sales of non-wired bras down by a third on last year and sales of loungewear velour tracksuits falling by half.
Households also appear to have got bored with jigsaws with sales falling by just over two-thirds.
Wall-mounted desks have been removed from shops altogether by the retail giant as “we reclaimed our homes and left the office at the office”, the report said.
And in another indication that many have ended the pandemic tradition of entirely working from home, sales of commute-ready laptop bags rose by a fifth and travel mugs by almost two-thirds.
We also appear to be lunching more outside the home with sales of soup makers falling by 12 percent and bread bins down 42 percent.
A John Lewis spokeswoman said: “This year we’ve seen a profound shift in shopping behaviour. Customers have enjoyed the return of travel, part-time office work and in-store shopping.
But our in-depth analysis has shown that the combination of living in an always-on digital world and the societal shift accelerated by Covid have cemented our appreciation of the everyday.
“Shoppers are still wanting products to help them make the most of everyday moments such as having family and friends over for dinner and prioritising their wellbeing.
At the same time as snubbing loungewear, sales of hats for occasions such as weddings and social events were up 168 percent, smart menswear increased 60 percent, ironing boards were up almost a fifth and perfume by almost a quarter.
Elsewhere, though, consumers flummoxed the retailer by buying seven times more sheepskin Ugg boots than last year, while sales of retro Casio digital watches were up 81 percent.
Elsewhere, sales of toastie makers were up 63 percent but shoppers “weren’t being gourmet about it”, with sliced white bread up 17 percent at Waitrose, the group’s supermarket.