John Lewis unveils ultimate guide to customers’ habits

The department store chain said it will be the most comprehensive review of data it has ever undertaken.

The report says shoppers are making the best use of the multitude of shopping channels by weaving them into their routines.

In a typical shopping day, visits to johnlewis.com via tablets peak steeply at 9pm and during TV advertising breaks when people shop.

Traffic from smartphones reaches its peak between 9pm and 9am, as those who aren’t asleep shop from their beds.

When people arrive at work, the desktop becomes shoppers’ channel of choice, until 4pm.

Upholstery has the highest number of views before purchase and furniture has the longest buying journey of any product, taking up to nineteen days.

Children’s items have the fewest number of views before purchase, suggesting that parents know what their children need or want.

John Lewis’s mobile site sees a greater proportion of sales driven by fashion products than johnlewis.com, suggesting that people get their fashion fixes on the move.

Over the past 12 months, sales of 60” to 69” TVs increased by 145 per cent, compared with a decline of 34 per cent for screens of 23” – 31”. 46” plus screens are now the fastest growing area within TVs at John Lewis.

The UK’s shrinking living space is reflected in the report, which notes that people downsized furniture in 2013 and moved to multi-functional pieces.

The report said that petite sofas have sold well compared with 2012.

The research showed that customers are defying convention and no longer dress for their age with older customers making bolder choices, reflecting a younger mindset.

Meanwhile, young women are adopting styles traditionally associated with their mothers and grandmothers with silk scarf sales up 24 per cent.

Andy Street, managing director of John Lewis, explains: “Our first ever ‘How We Shop, Live and Look’ report provides a rich analysis of the products and channels favoured by the nation, their peculiarities and preferences.

“By opening this data up to the public, we hope to offer some real sociological insights.”