John Lewis reveals biggest shopping trends from the past year, from sustainability to the ‘Fleabag effect’

From paying greater attention to sustainability to the “Fleabag effect”, John Lewis has revealed the biggest shopping trends of the past year in its annual retail report.

Throughout the course of the past 12 months, the way in which consumers shop has been greatly dictated by the most newsworthy headlines.

A greater focus on environmental issues, due largely to the ardent efforts of climate activist Greta Thunberg and her followers, has inspired many to try and become more eco-conscious in their daily lives, such as by investing in reusable kitchenware.

Meanwhile, the popularity of television shows such as Fleabag and Peaky Blinders, both of which returned to the small screen on BBC this year, has spurred numerous viewers to attempt to recreate the sartorial style of their favourite fictional characters.

All has been revealed in John Lewis’ retail report, which analyses what has “shaped the year that has been” by analysing consumer trends from August 2018 to August 2019.

One of the biggest fashion trends noted by the department saw was a boost in sales of black jumpsuits due to the return of Phoebe Waller-Bridge’s hit television show Fleabag.

The store’s most sought-after black jumpsuit was its Somerset Black Lace Jumpsuit, which is currently out of stock.

Meanwhile, the airing of the fifth season of Peaky Blinders sparked an increase in sales of flat caps by 25 per cent in August.

Shoppers keen to unleash their wild side led to a boost in sales of animal print apparel, with sales of leopard print going up by 333 per cent, snakeskin by 241 per cent and zebra by 230 per cent.

In addition to television, the biggest sporting and music events of the summer also had a significant impact on shopping patterns.

The coverage of the Fifa Women’s World Cup, which was held in France from June to July, led to an increase in purchases of sports headbands and goal posts by customers keen to see if they can bend it like England Lioness Lucy Bronze.

Plus in the lead up to Glastonbury music festival – which banned the sale of single-use plastic bottles upon its return in June following a year-long hiatus – reusable water bottles sold at John Lewis saw an increase in sales of 15 per cent.

Other reusable culinary items, including travel mugs, lunch boxes and portable cutlery, have also seemingly become “daily essentials” for an increasing number of shoppers.

“The ongoing political uncertainty dominated this year’s news agenda. However, this was not the only big news of the year,” John Lewis states in its report.

“Climate change activism and record-breaking temperatures brought environmentalism onto the mainstream agenda and the nation declared war on single-use plastic, with many making some small but significant changes in their lifestyles and routines.”

Another trend observed by John Lewis over the past year has been a greater number of shoppers opting to shop online, rather than in-store.

Visits to the retail company’s website on mobiles grew by 54 per cent to the previous year, while 57 per cent of purchases made online were delivered using the “click and click” option for a quick pick-up.

According to John Lewis, looking after the environment is expected to remain at the forefront of shoppers’ minds in 2020, while wallpapering the ceiling is predicted to become a popular interior design trend.