Shoppers seek out "self-expressive" purchases in a world of options

This year saw Britons make plenty of "brave, not beige" purchases, for both their homes and wardrobes, seeking out the most inspiring, unusual and best quality products available according to the fourth John Lewis Retail Report, which studies shoppers behaviour.

The annual report looks at how consumers reacted to the past twelve months of political, cultural and economic changes and its effect and how and why they shop. The department store group discovered that UK consumers across the nation responded to the period of change and uncertainty by making brave statements of self-expression and embracing escapism, whether it be by wearing sleepwear as daily, embracing bold and vivid prints or experimenting with ornamental decor.

UK consumers respond to political and economical uncertainty by making bolder fashion choices

Sales of bold, abstracted printed dresses grew 168 percent throughout the year, clashing prints made a statement in the home and flamingos became the unexpected hit, featured on everything from cushions, to wallpaper and fairylights, with searches for flamingoes increasing 200 percent on Johnlewis.com. White trainers were also singled out as the 'it' footwear style of the last year, with shoppers at John Lewis favouring Converse's All Star above all other styles.

The weather over the last twelve years has had a "huge impact" on what fashion customers bought and when, according to the report. For example, mild weather in January led to an influx in sales of lightweight linen, snow in April saw scarves, faux fur throws and slipper sales grow 41 percent, 200 percent and 300 percent respectively and a cool summer helped contribute to a 13 percent increase in ladies thermal underwear purchases.

On the other hand, sunglasses sales were down 31 percent this April compared to April 2015, due to a lack of sunshine. Shoppers also showed an increased appreciation of tailoring, craftsmanship and sustainability with their purchases this year, found the report. Consumers invested in versatile classic pieces, such as striped t-shirts, wide-legged cropped trousers and white shirts.

Consumers turn shopping into a "personal mission"

However, what shoppers bought was not the only shift noticed, as the report also highlighted a change in the way consumers shopped. For example, now more than ever consumers were found to have a personal "shopping mission" when shopping, which was divided into four categories. The "need it urgently" shoppers were likely to make a purchase via their smartphone or on the go as they know what they want and are seeking to get ahold of it as soon as possible. Next, the "entertain and inspire" shoppers were found to frequent stores during the weekend, looking for a full rounded experience before making a purchase.

The third group of consumers were found to seek out instore advice before making a purchase, with John Lewis highlighting a 43 percent in stylist appointment over the past six months. Lastly, the "buy on a whim" shoppers, tend to shop on a Friday or Saturday and enjoy browsing without a specific purchase goal in mind. 46 percent of this fourth category did not carry out research before hand.

Unsurprisingly, the report also highlighted an increase in mobile shopping, with smartphones being hailed as the device of choice when browsing and buying on johnlewis.com. Over the last twelve months, orders placed via smartphones grew 60 percent, with the average browsing time on johnlewis.com increasing 3 percenty to six minutes and eight seconds.

Smartphones and social media influence how and when consumers shop

The power of social media also continue to hold sway over how and when customers shopped and what they bought. The rise of Pinterest, Instagram and other social media channels resulted in a 127 percent increase in customers visiting johnlewis.com from a link shared on social media via a smartphone. In addition, the report highlighted a 54 percent growth in social-driven orders from smartphones compared to last year.

Key looks which defined John Lewis sales this year were said to stem from US fashion influencer Iris Apfel, who led the "brave, not beige look"; British fashion designer Victoria Beckham, praised for her simple yet chic look; it-model Kendall Jenner, contributing to the rise of athleisure wear, and the new prime minister Theresa May, for power dressing.

Photos: John Lewis, Facebook