Purchases made online accounted for up to 70 per cent of sales at John Lewis this year, as the retailer reported back on its Shop, Live, Look consumer report for 2020.
Examining customer trends in the past 12 months, John Lewis found customers were now using their working day to shop online, with peaks at 11am-4pm, as opposed to in the evening between 7-10pm.
Online now accounts for 60-70 per cent of John Lewis sales whereas before the pandemic it was only 40 per cent.
Elsewhere the department store retailer said it had seen a 55 per cent rise in people sending JL.com orders as a gift.
Looking ahead, John Lewis said it expected to see a baby boom in 2021, with searches for ‘new baby’ on its website up 274 per cent in December.
The retailer said it expects customers to also be looking to upgrade their living space and technology after the national lockdowns of 2020 and beyond.
“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,” John Lewis trading director Simon Coble said.
“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,” Coble added.