From cocktail happy hours at home to more shopping online, a new report from John Lewis and Waitrose reveals how day-to-day life and habits have changed during the coronavirus lockdown.

In the six weeks since the shutdown was ordered, life has changed dramatically and people have adapted to new ways of living –whether working from home, homeschooling their children, planning their meals for the week or video-calling loved ones.

Many are also finding themselves with more free time spent in the home, prompting participation in new or rediscovered hobbies and pastimes.

“The past few weeks have been unlike anything any of us have ever experienced,” says John Lewis director of general merchandise Simon Coble.

“The Covid-19 pandemic has impacted every part of our lives, from how we communicate to how we live day-to-day, and even how we keep our children entertained. This time spent at home has in some ways brought people closer together, providing that extra time to call a loved one or spend precious quality time with the family.”

Director of food and grocery Rupert Thomas adds: ”We’ve seen more families taking time to sit down for a meal, baking with children, or friends trying out new cocktails over Zoom. As we’ve all been physically separated we’ve reacted by becoming closer, reconnecting through a shared love of food. We’d say this is a trend that’s here to stay.”

In its report, which surveyed 2,000 people last month, John Lewis & Partners and Waitrose & Partners highlight how we live, eat and shop has been affected by the pandemic.

The Joe Wicks effect

Joe Wicks PE screenshot

With gyms closed and outdoor exercise limited to one run, walk or cycle a day, the report reveals that 44% of people are doing more exercise at home since the lockdown began on March 24.

Led by a multitude of influencers and personal trainers such as ‘The Body Coach’ Joe Wicks and yoga guru Adriene Mishler, consumers have taken to YouTube and other social media and got creative with their exercise routines.

John Lewis has benefited from an associated uplift in sales of gym gear and equipment since March 24, including a 72% rise in sports shoes, a 315% increase in yoga and pilates gear, and a 496% surge in gym equipment.

Smartwatches, wireless headphones and ankle weights have been particularly popular.

Old school hobbies

Knitting

Confined to the home, the nation has returned to some traditional pastimes such as baking, sewing and gardening.

There has been unprecedented demand at John Lewis for haberdashery items such as needlepoint sets, knitting yarn, sewing machines and crafting kits.

Some people have also tried to do their bit for their local community by creating protective face masks for themselves and key workers, resulting in sales of elastics rocketing 1,430%.

Forty-three per cent of people have also been spending more time outside gardening. On Waitrose.com there has been a 63% increase in searches for ’grow your own’ vegetable seeds and birdseed. The sunny weekends and bank holidays have further powered the trend.

Families spending more time together has meant a boost for things to keep children entertained.

“We have seen exceptional demand for puzzles and board games. There has been a clear sense of nostalgia when it comes to customer favourites,” says John Lewis assistant buyer Lucy Benham.

Other items popular with families in lockdown are outdoor toys and trampolines, as well as arts and craft kits.

Kitchen creativity

Baking

“With everyone at home together, the kitchen has become the new centre of our world,” says Waitrose food editor Alison Oakervee.

“Food is a huge part of taking care of ourselves and our families, and while we’ve been in lockdown, our focus has shifted to making the most of our store cupboards and freezers, while coming up with inspiring and varied dishes to see us through.

“Deciding what to eat, whether it be baking recipes to keep the kids busy, restaurant-inspired dinners complete with homemade menu cards and wine matching or Instagram-led banana bread and sourdough recipes, we’ve all taken a little more time over what we’re cooking.”

Forty-five per cent of people said they have been eating differently during lockdown – 50% of them reported working harder to use ingredients in the cupboard and said they are more conscious of not wasting food.

A quarter said they were creating more unusual meals by trying different cuisines or ingredients. Top searches on Waitrose.com have included Japanese, Thai and Chinese food. Indian cuisine is the most popular with a 144% rise in searches.

Virtual living

Zoom call

With restaurants and bars closed, and social interactions limited to online, the Zoom call has become the new night out and 27% of respondents had taken part in a virtual social event.

While wine is top of the drinks list – Waitrose.com recorded a 486% upsurge in searches – many consumers have also turned their hand to cocktail making.

That has resulted in a 78% increase in sales of cocktail liqueurs and a 48% rise in cocktail ingredients such as triple sec. Rum, gin and tequila are especially popular –  tequila sales have soared 175%.

Of those who drink alcohol, 25% are drinking more since lockdown and 21% are drinking less.

Shopping behaviours

Consumer online

Throughout the six week period since lockdown was enforced, consumers shopping habits have changed as they adapted to the new normal.

The initial stockpiling in week one has since been replaced with a more streamlined shop, as people plan out their meals and reduce the frequency of their deliveries or store visits.

By week two, the proportion of people looking for online shopping slots rose significantly, as shoppers avoided physical stores. People were savvier with their shopping by week five, however, as JohnLewis.com recorded customers putting more items in their shopping baskets per shop to streamline deliveries during the lockdown.

Similarly, the average weight of a Waitrose.com order is now 30% higher than usual and includes 49% more items.

In-store, full trolley shops are up 56% at Waitrose compared to last year and single-meal-focused shops are down over 70% year on year. 

Fresh food and weekly staples are now key at Waitrose as shoppers have settled into a regular routine.

While the volume of traffic to JohnLewis.com spread itself throughout the day between 8am and 8pm by week three, the retailer recorded a dip between 5pm and 6pm as the nation tuned in for the government’s updates, and a surge in searches for toys and books at 8.30pm as parents look for ways to keep children entertained. 

Post-lockdown predictions

Clap for carers

Lockdown habits are forecast to change how consumers live, eat and shop in the future, with John Lewis and Waitrose predicting a renewed sense of community, a shift to online and a demand for quality at home.

Forty-three per cent of people said they have felt closer to their neighbours and local community since the lockdown began. Two-thirds of those have clapped for the NHS and key workers, 43% have shopped for older or vulnerable neighbours and half say they simply smile or wave at each other more.

Even long after the lockdown is lifted, the pandemic, especially the sacrifices of the NHS, will be remembered by the general public who will continue to support each other. This could also translate into a resurgence in shopping locally and buying British produce, the report predicts.

As consumers have sought ways to shop and interact with minimal human contact, many of these habits may also stick around, and John Lewis predicts a definite increased in demand for online grocery shopping after lockdown is lifted.

While restaurants, bars and other social spaces having been closed, some other experiences have been forced to go virtual. These could easily stay online and provide consumers with new channels to interact and learn. 

“During the lockdown, we launched free digital nursery, home and styling services online in response to the evolving needs of our customers and to provide much-needed inspiration, guidance and support during isolation,” says director of customer experience Peter Cross.

“In just three weeks, over 1,000 appointments took place and we look forward to expanding these to include services such as wine tasting, yoga lessons and cooking classes.” 

The closures have also meant an increase in home cooking, which is John Lewis predicts will continue as a trend post-lockdown, with customers seeking more restaurant quality in their own kitchens. 

As the report shows, life has already changed a lot in lockdown and there are likely to be more shifts to come.