What: The John Lewis Partnership reveals its ‘How we shop, live and look’ report highlighting annual insights into consumer trends of 2022 which has sparked the retailer to scrap its 97-year-old ‘Never Knowingly Undersold’ price pledge and shift to a new brand promise: ‘For All Life’s Moments’.

Why it is important: John Lewis’ findings show that consumers self-reported their plans to continue shopping despite rising living costs, citing the importance of celebrating special moments with family and friends

Shopping itself became more of an enjoyment, as 60% of people surveyed said they went shopping ‘for the joy of it’, 72% said they don’t have to spend a lot of money to be happy, and 77% of respondents said that despite the rising cost of living, it was still important to experience moments that make them happy.

People want to return to in-person events because of covid lockdowns and living in an increasingly digital world. This shift has been linked to hat sales increasing 169%, occasion shoe sales rising 38% and bridesmaid dress sales increasing 19%. The indication that people are ‘reclaiming their homes’ was linked to a decrease in soup makers and bread bins, while commute-ready laptop bag sales rose 20% and travel mugs rose 65%.

John Lewis’ report on consumer shopping trends sparks rebrand - Source 1

John Lewis’ report on consumer shopping trends sparks rebrand - Source 2