John Lewis and Waitrose have reported strong online sales for their cards, stationery and party ranges during the recent lockdown period, with party sales in particular having increased by 94%.
From the 8pm Thursday clap for the carers to the virtual quizzes and dinner parties taking place via a computer screen, the effects of lockdown – and the purchasing patterns it has inspired – can be seen in the ‘Britain Through The Lockdown Report, recently published by John Lewis and Waitrose.
The report combined feedback from research conducted by OnePoll with sales data and online searches from John Lewis and Waitrose, highlighting how the nation has lived and shopped over recent weeks – with party and other social elements such as greeting cards and stationery featuring strongly.
“While no-one could have predicted such seismic shifts to all aspects of our daily lives, one thing we’ve noted across this unprecedented period has been an increase in kindness and compassion,” said John Lewis & Waitrose director Rupert Thomas in the introduction of the report.
Sarah Moughtin, junior buyer for stationery and seasonal events, revealed that online sales of partyware are up by 94%, with people ‘creating visual backdrops to their virtual calls, celebrating at home and decorating their windows with rainbow displays in support of the NHS and key workers’.
“VE day added to this with a patriotic turn to all things Union Jack,” she added, highlighting the popularity of Talking Tables’ Union Jack range. “Bunting was hung far and wide with many following the schedule of events from the safety of their homes and front gardens. Celebrations remain key to changing the home landscape and brightening up the days as we stay safe at home and make the extra special effort for those missing out on traditional parties.”
