Data: John Lewis’ look at how lockdown changed shopping in 2020

JLP Oxford Street fascia 2018

The coronavirus pandemic and ensuing lockdowns saw sales of alarm clocks and lunch boxes slump, while purchases of loungewear and fitness trackers jumped.

John Lewis’ annual report, entitled How We Shop, Live and Look 2020 found that when, how and what consumers shopped for this year underwent a dramatic shift.

Online sales at John Lewis comprised between 60-70% of overall sales throughout the year, compared with 40% in 2019, as shoppers faced with ‘non-essential’ store closures flocked online to buy.

The rise of at-home working meant that when people shopped also changed, with the most popular shopping hours for the department store chain occurring online between 11am and 4pm, versus between 7pm and 10pm last year. 

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