John Lewis’s 11th annual “How We Shop, Live and Look” report highlights the shopping trends of 2024, revealing the growing popularity of social shopping and the impact of lifestyle changes on consumer behaviour. Below, we present the key findings in a structured format to showcase the trends, products, and influences that defined 2024.
Products That Defined and Declined in 2024
| Category | Top Products of 2024 | Products We Left Behind |
|---|---|---|
| Tech & Lifestyle | Oura Rings, AI toothbrushes, alarm clocks | PVRs, chrome household fittings |
| Fashion | Barrel leg jeans, cut-out swimsuits, lip gloss | Small handbags, low-SPF suntan cream |
| Home | Dehumidifiers, floral tableware, curved furniture | Gazebos, home office chairs |
| Trends | Silk bedding, sheer clothing, leopard print | Old-school ice cube trays, curtain tiebacks |
Key Trends for 2024: A Deeper Look
| Trend | Details |
|---|---|
| Social Shopping | 19% of shoppers participated, combining shopping with social activities like dining out. |
| Sleep & Wellness | Increased sales of Oura Rings (+50%), borg nightwear (+99%), and alarm clocks (+23%). |
| Weather Impact | Dehumidifier sales rose 22% due to a wet year; gazebos saw a 25% decline. |
| Fashion Forward | Leopard print and preppy styles led trends; barrel leg jeans became the top-selling denim. |
| Home Décor Revival | 1980s aesthetics returned with brass fittings and silk bedding; curtain tiebacks saw +108% sales. |
Social Shopping: A Growing Phenomenon
One in five surveyed customers shopped more with friends or family in 2024, highlighting the social aspect of retail. Among those:
- 68% paired shopping with other activities, such as dining out.
- 51% appreciated it as quality time, especially among younger shoppers (18-44 years old).
This trend aligns with John Lewis’s in-store offerings:
- Personal styling appointments increased by 35%.
- Baby and nursery advice services rose by 49%.
- Travel bookings through Kuoni counters saw a 12% uptick.
Shopping for Sleep and Wellness
| Product | Sales Growth (%) | Reason for Popularity |
|---|---|---|
| Oura Rings | +50% | Celebrity-endorsed, symbolising health awareness. |
| Alarm Clocks | +23% | Rise in advice to remove phones from bedrooms. |
| Borg Nightwear | +99% | Dual-purpose as cosy loungewear and sleepwear. |
Fashion Highlights: The Rise of Comfort and Boldness
John Lewis’s data reveals two major shifts in fashion:
- Comfort-first: Barrel leg jeans (+60% in searches) and large tote bags replaced straight-leg jeans and small handbags.
- Statement-making: Leopard print and cut-out swimsuits became customer favourites, reflecting a bold aesthetic.
Impact of Weather on Purchases
| Product | Sales Change (%) | Key Influence |
|---|---|---|
| Dehumidifiers | +22% | Wettest April in 189 years. |
| Gazebos | -25% | Decreased demand due to poor outdoor weather. |
| Decorative Ice Moulds | +88% | Cocktail culture revitalising drink aesthetics. |
Beauty and Self-Care
| Category | Growth (%) | Trend |
|---|---|---|
| Lip Glosses | +34% | Preference for hydrated over coloured lips. |
| Body Creams | +25% | TikTok-driven demand, led by Bum Bum cream. |
| Hair Masks & Oils | +33% | Reflects the glass-skin-to-glossy-hair trend. |
Was Social Shopping the Trend of the Year?
John Lewis’s 2024 report underlines a transition to experiential retail. Social shopping, fashion preferences, and home décor trends all point to consumers seeking more interactive and meaningful shopping experiences. With evolving weather conditions and health awareness shaping purchases, the focus has shifted to sustainability and personal connection.
So, was social shopping the defining trend of 2024? Perhaps, but it’s clear that consumer behaviour continues to reflect the dynamic interplay between lifestyle trends and market offerings.
