What: John Lewis's 'How We Shop, Live and Look' report identifies key consumer trends including social shopping's comeback, with 68% combining shopping with dining, alongside significant shifts in fashion preferences and record app engagement despite the enduring appeal of in-store experiences.

Why it is important: The findings demonstrate how modern consumers are blending digital and physical shopping experiences, challenging retailers to create integrated strategies that cater to both social interaction and technological convenience.

Based on a survey of 1,996 customers, John Lewis's trend report reveals that social shopping is making a strong comeback, with one in five customers shopping more with friends and family this year. The trend extends beyond pure retail, as 68% combine shopping with activities like dining, reflected in over 750,000 additional customers visiting John Lewis's Place to Eat restaurants. While digital engagement reaches record levels through app visits, executive director Peter Ruis emphasises that face-to-face expert advice remains crucial, with personal styling appointments up 35% and baby advice services increasing 49%. Fashion preferences show significant shifts, with barrel leg jeans searches up 60% and small handbags declining in favor of larger totes. The report also highlights the impact of weather patterns and travel trends on purchasing behaviours.

IADS Notes: While highlighting the return of social shopping and retail therapy trends, the company is simultaneously investing in digital capabilities and expanding its fashion brand portfolio. This multi-channel approach aligns with its mission to become "radically relevant" while maintaining focus on experiential retail and personalised service.

John Lewis’ annual trend report highlights retail therapy's comeback