John Lewis: British shoppers turn to joy, colour and comfort in 2025

British consumers shopped for joy in 2025, according to John Lewis’ twelfth annual ‘How we Shop, Live and Look’ report, as they swapped pared-back minimalism for expressive colour, comfort and ‘Nowstalgia’, while embracing repair culture.

John Lewis’ annual report, which surveys more than 1,000 John Lewis shoppers, reveals consumer behaviours, cultural shifts and trends that defined 2025, and found that a revival of 90s music, fashion and culture, coined ‘Nowstalgia’, “shaped the year,” with the return of British band Oasis, sparking “a boom in retro purchases across everything from tech, homes and their wardrobes”.

The department store found that sales of bucket hats increased by 40 percent, while parkas, baggy trousers and sheer dresses proved popular as well.

It also adds that its shoppers also embraced repair and pre-loved culture in 2025, as consumers look towards longevity. John Lewis found that eight in ten Gen Z shoppers were buying pre-loved fashion, and 29 percent of those aged 18 to 28 said they frequently wore something more than 30 years old.

This focus on durability also explains the success of its new repair service, in partnership with Johnsons, which expanded to all stores in April 2025, and mended over 2,300 items by September 2025, up 435 percent from last year.

Its survey also found that fewer than four-in-ten shoppers (38 percent) said they would ditch and replace an item of clothing if it became ripped or worn out, while nearly half (46 percent) said they would patch it up themselves, and one in eight customers said they would get it professionally mended.

Peter Ruis, managing director of John Lewis, said in a statement: “This Shop Live Look report highlights the joy and the buzz we have seen in our stores over the past year. It’s clear that customers really embraced colour, comfort and fun again - from big garden parties, 90s tunes on repeat or butter dishes making a comeback.

“Our stores have never felt more alive with new premium collaborations, pop-up Topshops and cookery workshops, and a glass of fizz in the new John Lewis Lounge. It’s clear the era of Department stores as destinations is having its own ‘Nowstalgia’ moment - and we’re ready to bring more of that in 2026.”

Trends from John Lewis’ ‘How we Shop, Live and Look’ report

Other trends that John Lewis saw in 2025 included Britain embracing all things butter, with the sunny, warm buttery yellow glow appearing on fashion items from trench coats to miniskirts, with actor Timothy Chamalet even wearing it to the Oscars. Global searches for the colour ‘butter yellow’ surged by 324 percent, according to WGSN, and by 2,210 percent at John Lewis this year compared to 2024. Brown also proved popular, with rich, warm cocoa brown hues dominating autumn/winter 2025 buying. Currently, in John Lewis' womenswear, it stocks 111 brown overcoats compared with 105 black ones.

The summer heatwave this year, the hottest on record for the UK, also helped John Lewis break all records for its swimwear with sales increases of 18 percent in September and 28 percent in October versus last year. While the ‘modern highland heritage’ trend saw people flocking for Scottish tweeds, oversized jumpers, long pleated skirts and waxed jackets. The brand’s knitted bandana scarf sales increased year-on-year by 357 percent, while sales of the Khaki Barn Jacket were up 62 percent. John Lewis also adds that Barbour was John Lewis’s bestselling womenswear and menswear brand during October, with menswear sales up 38 percent in comparison to last year.

Collaborations also helped keep John Lewis relevant this year, added the retailer, with seven exclusive collaborative collections launching this year, compared to three in 2024, with Sanderson, John Cooper, A.W.A.K.E. Mode, Deliciously Ella, Rejina Pyo and Labrum, which marked the retailer’s first menswear collaboration in more than 10 years.

The retailer’s most popular fashion post on its Instagram account this year was the announcement of Topshop and Topman returning to the high street.

“The news has generated a real buzz,” explains Rachel Morgans, director of fashion at John Lewis. “The full partnership doesn’t launch until February 2026, but after just two weeks of the Topshop popups - plus the launch on the John Lewis app and online - we’ve already had sellout successes.”

John Lewis: Physical shops are for more than just buying

John Lewis adds that while its website and app account for 60.9 percent of sales, up 1.5 percent compared to 2024, this figure is misleading, as 9 percent browsed in-store before buying online. Findings showed that consumers went into store to research a significant purchase, such as to try on the clothing, check the size, touch, feel, test out electronics or beauty products.

The survey also notes that 48 percent cited the experience of simply “wandering around” as the main attraction for visiting, “proving that in-store discovery is essential to the modern shopping journey”.

The department store has also found that its styling appointments are “booming,” especially in menswear, which has now expanded to six stores, with trials in a further eight and appointments up 37 percent.

John Lewis customers are also doubling down on loyalty, with the active membership to its loyalty scheme hitting 3.6 million in March, up 9 percent year-on-year.

Predicted trends for 2026

Looking ahead to next year, John Lewis predicts that workwear will be back on the agenda, as well as smart glasses, duffle coats, and golf.

John Lewis is predicting that the tie could be making a comeback in 2026, following the loosening of work dress codes due to Covid, as tie sales in 2025 were up 16 percent.

Beth Pettet, head of menswear at John Lewis, said: “[Ties] have been appearing on the catwalks a lot and men aren’t necessarily wearing them as part of a suited and booted look. They are often teamed with a pretty shirt, fine gauge jumper, or collegiate jacket.”

When it comes to outerwear, the trusty duffle coat, which featured on the catwalks at Prada, Ralph Lauren, and Victoria Beckham, could be back in fashion. John Lewis believes that the traditional style will be seen on more men thanks to its collaboration with Labrum.

The retailer is also seeing interest in smart glasses on the rise. Sales of Meta glasses, designed by Ray-Ban and Oakley, were up 209 percent in 2025, compared with 2024, and they look set to continue next year.

2026 will also see the retailer expanding its golf range in line with the sport's growing popularity among younger players. John Lewis said it will be adding golf to 12 stores next year, as well as launching new brands.