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Crocs and skincare products defined the last 12 months says John Lewis

Jeremy Lim
12 October 2021

Air fryers, Crocs and tents are among the products that defined the last 12 months, according to this year's 'Shop, Live, Look' report by John Lewis.

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.

John Lewis revealed that online sales now account for between 60% and 70% of total sales compared to 40% pre-pandemic. The figure remained the same from 2020's report despite the reopening of stores in April.

Tents (up by 650%), air fryers (up by 400%), trampolines (up by 270%), speedo (up by 100%) and crocs (up by 50%) top the list of online sales, while filing cabinets, travel accessories and neck ties slipped in demand amid COVID-19 lockdowns.

The sales of beauty products saw a marked shift in priorities, with John Lewis' website recording over half a million searches for skincare for 2020 while sales of cosmetics fell by a fifth as people spent more time at home. The retailer added that customers are becoming more interested in the ingredients in their products, with vegan and eco-friendly beauty lines remaining popular.

Looking forward, the company predicts there will be more online socialising, with the purchase of goods that only exist in the digital world and a continued rise in sales of nostalgic tech including audio and photographic technologies.

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