2024 bestselling products included Oura rings, barrel leg jeans, SPF50 and dehumidifiers, in a year of “social shopping” dominated by damp weather, the need for good sleep and the ‘Brat girl’ fashion trend, according to John Lewis.
John Lewis has unveiled its annual trend report for 2024, which has revealed that products including barrel leg jeans, SPF50 and Oura rings were some of the most dominant products flying off the shelves this year.
In the ‘How we shop, live and look’ report, published by John Lewis earlier today, the retailer said a soggy summer, importance of a good sleep and the Charli XCX-inspired ‘Brat girl’ fashion trend were among some of the biggest influences on consumer shopping habits in 2024.
On the other hand, John Lewis said products of the past include gazebos, chrome fitting and small handbags.
The report revealed that one in five of the 1,996 customers surveyed said they have shopped more with friends and family this year, while 68% said they like to combine shopping with other activities including eating out in a year of “social shopping”.
John Lewis highlighted Oura rings as a defining product of 2024, with one in two rings sold at John Lewis this year being an Oura ring.
Following what the retailer called “a very wet year”, sales of dehumidifiers were up 22% while gazebo sales fell 25%.
The importance of skincare and a return to travel went hand-in-hand, with sales of SPF50 up 18% and underseat luggage now accounting for one in 10 luggage sales, in line with the airline luggage allowances seemingly shrinking.
In terms of fashion highlights, large handbags, cut-out swimsuits and barrel leg jeans made the list of bestsellers. In beauty, it was the Sol de Janeiro bum bum cream that flew off the shelves alongside lip glosses, hair masks and eau de parfum.
Another big category for John Lewis is homewares, and it was silk bedding sales that went up by a third, while sales of quilted throws also thrived and increased by 30% and curtain tieback sales more than doubled.
With an eye to trends to watch next year, John Lewis said pistachio is expected to be the colour of the year, while AI toothbrushes, curved furniture and suede are also set to be firm favourites among customers.
John Lewis executive director Peter Ruis said: “We’ve seen a record number of app visits this year, but the enjoyment of shopping in person and expert face-to-face advice is here to stay.
“What’s more, whether it’s advice for new parents or personal styling sessions, we’re seeing huge demand for our in-store services, as well as a significant rise in people turning their shopping trips into a bigger social event and enjoying our restaurants as part of their visit.”
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