This annual report by John Lewis & Partners looks back on the past 12 months and what shaped the year that has been.
The UK waged war on plastic waste, embraced the Joy of Missing Out (JOMO) over the Fear of Missing Out (FOMO), practiced mindfulness with LEGO for adults, and opted for staying in with luxe loungewear and informal dinner parties. The nation also fell out of love with drones, which John Lewis stopped selling this year and landlines rang out of fashion, down 45% since 2014.
This was the year customers decluttered, investing in storage and doing away with crammed cupboards and overcrowded shelves as the Marie Kondo craze swept the nation. In fashion, modesty reigned as customers opted for longer hemlines and looser silhouettes as well as comfortable underwear. Minimalist beauty took centre stage as customers embraced their natural radiance rather than covering up with heavy makeup.
As with previous years, John Lewis have analysed extensive internal data to get an insight into the products which fell out of favour, the trends that soared and the themes which dominated the year.