John Lewis has published its John Lewis & Partners Shop, Live, Look 2021 report, revealing that the work-life balance has shifted towards life. The report, which looks back at the products and trends that shaped the year, found that UK consumers adapted to lockdown by redesigning their living spaces to make way for home offices and exercise equipment, such as Peloton bikes. Meanwhile, outside space became the ‘new inside’ as sales of hot tubs, outdoor furniture and accessories soared.

The way people shop has changed too. The johnlewis.com website now accounts for between 60% and 70% of the retailer's sales, up from 40% before the pandemic.

Products that defined the year:

• Tents - up 650%
• Air fryers - up 400%
• Trampolines - up 270%
• Speedos - up 100%
• Crocs - up 58%

What was left behind:

• Filing cabinets - John Lewis stopped selling filing cabinets as storage goes digital.
• Travel accessories - we didn’t travel this year so we didn’t need them. Passport covers, travel adaptors and suitcases were some of the items where sales fell.
• 2-in-1 laptops - sales of laptops that can also become tablets when their keyboard is detached fell. Conversely, we doubled the size of our range of laptops with bigger screens.
• Neckties - with formalwear not required, sales of ties were down three quarters.
• Thongs - whilst it made a brief comeback in 2018, customers opted for more comfortable and practical underwear this year.

Pippa Wicks, Executive Director at John Lewis, said: “The unprecedented events of 2020 and 2021 have left a permanent mark on how we shop, live and look. People have become clearer about what matters to them and their work-life balance has shifted towards life. At John Lewis, we’ve seen these changes emerge. We aim to delight, to deliver and to disrupt.”

You can download a copy of the report here.