John Lewis report reveals changing shopping habits
Published: 13 October 2014
Shoppers have been spending more on sleep products in the last year - yet, ironically, significantly more people are shopping in the middle of the night.
Those are two of the findings of the second annual John Lewis Retail Report, which explores a year's-worth of shopping data to reveal why and what consumers bought and how they bought it in the last 12 months.
The study shows that people are increasingly shopping in the early hours, with online sales between the hours of midnight and 6am up 31% over the past year. It also found that over 50% of web traffic to johnlewis.com now comes from smartphones and tablets, and the ability to mix and match purchase channels and delivery options is now the norm. Nevertheless, 70% of sales still take place in shops.
The report says that this was the year that customers invested in their sleep. Sales of duvets and pillows increased 20% and 18% respectively and even traditional alarm clocks were up 17% against the same period last year.
The obsession with culinary achievement also continued, and sales of ravioli kits shot up by 315%, fishbone tweezers by 37% and fish filleting knives by 16%. Last year's surprise TV hit, Gogglebox, also prompted sales of laptrays to rise by 18% in February.