John Lewis expects shoppers to “revolt against austerity” in the coming year as consumer confidence picks up and the economy begins to recover.

The department store group has tipped products including a £4,482 Vitra Eames Lounge Armchair to sell well this year as shoppers look to treat themselves.

As well as the ‘indulgent’ shopper, John Lewis has identified four other consumer mindsets, and products to match, that it believes will shape the next 12 months.


As well as expensive armchairs, these shoppers are expected to snap up £70 cocktail shakers and a £1,999 drinks cabinet. John Lewis buying and brand director Paula Nickolds says: “Until recently many consumers and retailers were shying away from the idea of ‘luxury’, which seemed out of reach of most and – in the context of the global economy – almost inappropriate. But as consumer confidence increases, there is to be a revolt against austerity. There’s almost a sense of entitlement.”

Scandinavian Sensibilities

Nickolds says these shoppers exhibit a ‘level headed’ consumerism, adding they favour “stylish products that are functional”. They include Scandinavian-inspired home products, a new Dyson humidifier, and a Newgate scientist wall clock.

Global View

This customer profile enjoys products inspired by the culture and heritage of emerging economies in particular, Nickolds says. These well-travelled shoppers like exotic products and have a “desire for experimentation”. Items in this category include a kids’ feather quilted jumper and Latin American inspired tableware.


These shoppers are early tech adopters and “embrace an urban outlook”, according to Nickolds. “Time and space are precious commodities in today’s world and so products must reflect both,” she says. Products include the c, which both prepares and cooks ingredients.

Craft & Curation

This mindset reflects the desire for handmade and personalised goods, including a make-your-own perfume proposition. Nickolds notes the most searched for word in Google is ‘how’ and says the trend to ‘do it yourself’ is coming though. Provenance is also important to these shoppers, who like British-made products.