Whether it has been joining Joe Wicks for his 9am workouts, being adventurous at the hob, digging deep in the garden, perfecting your downward facing dog, shaking up the cocktails with chums on Zoom, getting arts and craftsy with the kids, clapping for the NHS at 8pm every Thursday and looking out for neighbours that you now know by name, the wide ranging effects of how lockdown has impacted on our lives and minds like no other period in history are captured in the ‘Britain Through The Lockdown Report that has just been published by John Lewis and Waitrose. (See bottom of this article for the facts and figures)
The findings, based on new OnePoll research of 2,000 representative UK adults, as well as sales data and online searches by John Lewis and Waitrose and insight from Partners, highlighting how the nation has lived, eaten and shopped since March 24 – and greeting cards, stationery, rollwrap, partyware features positively in this.
The report highlights how by week four of lockdown stamp sales had doubled the usual rate, and has remained at this level ever since, as people send cards and letters to keep in touch with loved ones.
“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,” says John Lewis & Waitrose director Rupert Thomas in the introduction of the report.
Sarah Moughtin, junior buyer for greeting cards, stationery and wrap for both John Lewis and Waitrose confirmed that despite John Lewis’ branches being closed, that “greeting cards are performing well online” with occasions cards “having a stand out performance” with Anniversary, New Baby and Get Well providing the biggest growth.
As she summed up “I think we all know that in this tough time, the sending of a greeting card becomes even more important as we reach out to friends and family to let them know we are thinking of them and celebrate occasions from afar.”
Sarah also revealed that it is not just sales of single cards that have been growing. “We have seen a definite upswing on our notecard packs as people send cards more often and to a wider group of friends. It’s lovely to see that people are putting pen to paper as well as the numerous House Party, Zoom and Facetime calls!” she elaborates.
Card sales are now on the up at Waitrose stores too. “With the reopening of Hallmark, which is category manager until September 1, we also see Waitrose delivering positive week on week sales. This is again driven by Anniversary, New Baby as well as Birthday designs,” says Sarah.
On the wrappings front, Sarah highlights how “roll wrap is the star of the gift wrap show” with online sales up an incredible +900% “and increasing week on week.”
Stationery too is performing well online with sales of notebooks up 800%, home office items up 550% and artist materials soaring 3000%.
“People are adjusting to work from home, wanting to keep their workspace organised and separate from their living space where possible… and if anything like me are flying through their notebooks! It’s lovely to see the nation get creative as they keep their minds occupied during this stressful time,” adds Sarah.
Partyware is also performing well, with online sales up 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. 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,” believes Sarah.
With September 1 beckoning completed Christmas selections for Waitrose (bizarre when the sun is shining so brightly to be looking at snowy scenes!) and I am just at the beginning of everyday. It’s shaping up nicely and I will be really excited later in the year when it launches!
Britain in Lockdown Key Trends
PG Buzz shares some of the tracked trends as reflected in the new John Lewis and Waitrose report.
Grow Your Own – There has been a 63% uplift in searches for vegetable seeds, with 43% saying they are doing more gardening.
Make Do and Mend – Surge in haberdashery, including a 1430% increase in elastic as people make face masks.
Decluttering – John Lewis has seen a 74% increase in sales of storage solutions as people confront their mess.
Puzzle It Out – Exceptional demand for puzzles and boardgames, with 39% saying they have been playing traditional games.
Crafty Move – As well as adults rekindling their artistic sides, parents have looked to entertain their kids at home, reflected in the 186% uplift in art and craft kits.
Food for Thought – Things have hotted up in the kitchen with 51% doing more cooking and baking, and much greater culinary experimentation. Over a quarter have been making different types of food, with Indian, Chinese, Thai and Japanese ingredients being sought out especially.
Joe Wicks Effect – From Joe Wicks’ 9am workouts to 5km ‘run for heroes’ challenges, the nation has been finding ways to keep moving and active. Some 44% of us have done more exercise at home. There has been a 315% uplift in yoga mats and pilates equipment.
Who’s Zoomin’ Who? – Some 27% of those polled have taken part in virtual social activities from ‘pub quizzes’ to ‘cocktail parties’. Of those who drink alcohol, 25% are drinking more and 21% are drinking less.
Top: In the run up to VE Day John Lewis saw strong sales of Talking Tables’ Union Jack range.
