Indoor-outdoor eating trending at John Lewis

John Lewis' fifth annual retail report shows customers are cooking more outdoors, coffee is becoming personalised and jungle and Japanese designs are coming in.

The retailers says breakfast was "reinvented" as a healthy meal with egg and avocado gadgets sales rose by up to 40%, 'millennial pink' was the colour of the year, voice activation went mainstream and superfoods moved from our plates into our beauty products.

Black Friday has replaced Cyber Sunday as the biggest spending day of the year, while the proportion of visits from mobiles and tablets to johnlewis.com has increased from 42% to 64% in the last five years.

Last year, John Lewis predicted an indoor-outdoor trend - and the rise of the cactus.

Using internal sales, data, the business found online searches for pool inflatables increased 99% compared to last year, unicorns were emblazoned on everything, from wallets to water bottles (searches increased 70%) and earches for mermaid-themed products increased 22% on last year.

Retail experiences included sleepovers in shops, live cooking demonstrations with Jamie Oliver, high tea in a Wedgwood pop-up tearoom and yoga and boxing workouts on the rooftop of John Lewis Oxford Street. Millennials are driving this appetite for unique shopping experiences, with younger John Lewis customers twice as likely to do a leisure activity or have a beauty treatment while out shopping than more mature customers.

More than a third of online traffic to JohnLewis.com comes from mobiles, increasing 69% in 2017.

BBQs, smokers and pizza ovens have all seen strong sales this year; the Uuni Pizza Oven and Landmann Tennessee Smoker both sold out.

Cranberries, tumeric, broccoli and avocado are increasingly finding their way into our skincare products. 

Spiraliser sales fell 40%. Afternoon tea was identified as a trend for millenials, perhaps because Noel Fielding is now presenting TV's Bake Off show. 

Water bottles, lunch boxes, plastic food storage and thermal mugs sales grew by up to 80%.

Wooden toys sales grew to become 52% of the category.

For 2018, there will be brighter colour and quirky prints in menswear, with a predicted growth in "conversational" short-sleeve shirts of 30%.

The preference for multi-functional rooms is here to stay, but next year inspiration will come from Japan, a country that has mastered the art of beautifully designed, minimalist living

And 2018 is expected to be the year that snakes, monkeys, toucans and other tropical animals feature heavily on fabrics, walls and furnishings.


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