Department store retailer John Lewis has revealed its rented furniture success as well as other areas of furnishings that have boomed during 2020.
According to the John Lewis Shop Live Look report, the business examines the last 12 months on how their consumers lived, worked, socialised and shopped in what has been an extraordinary year.
“Based on analysis of extensive internal sales data and shopping trends, the report found that in a year when we couldn’t go out into the world, we brought the world into our homes,” John Lewis said.
“From transforming spare bedrooms into workspaces to turning our gardens into summer holiday destinations, Britons fell back in love with their homes this year.”
Taking a closer look at their furnishings category, nearly 10,000 home design appointments (both virtual and instore) took place this year and ready-made curtains (+19%) and paint (+33%), were popular products.
Following a successful launch with furniture rental service Fat Llama, 86% of the products were rented out in the first 48 hours and has continued to be a success.
Meanwhile, chintzy floral curtains and patterned upholstery sales were up 20% in November, following the launch of Series 4 of The Crown, and SAD lamp sales rose 81% since January.
Online, which has been a growing platform for the business, now accounts for 60-70% of John Lewis sales whereas before the pandemic it was only 40%.
The report also shared an insight into what’s to come in 2021. Again, focusing on the furnishings category, working from home full time will continue in the year.
John Lewis expects to see more consumers purchasing new office equipment as well as updating existing technology. Another area consumers are targeting in the home will remain in the bedroom. John Lewis said it will continue to invest in bedding, pyjamas and its sleeping areas.
Simon Coble, Trading Director of John Lewis said: “The world is a very different place than it was in January. This year we stayed in, hunkered down, decked out and spruced up our homes.
“At John Lewis, we’ve been quick to change the way we help our customers – from the launch of virtual services bringing our Partners’ expertise directly into their homes to offering them more local and convenient places to pick up their Click & Collect purchases.
“While this extraordinary year is drawing to a close, there are many lessons we’ve learned, from embracing time spent with loved ones to enjoying the simpler things in life which will stay with us for the future.”