Tents, air fryers, trampolines and Crocs named defining products of 2021 by John Lewis

We all know that the past 18 months have been rather different to most other years – 2020 and 2021 have both been shaped by the pandemic in every way imaginable and nothing paints a more accurate picture of our collective lives than looking at our shopping habits.

John LewisJohn Lewis’ huge Shop, Live, Look 2021 report has done just that and summed up exactly what our lives have looked like, according to what we’ve been buying over the past year. It found that products including tents, air fryers, trampolines, Speedos and Crocs all defined the year due to various different reasons, such as a rise in staycations, cooking at home, children being at home more, wild swimming and choosing comfort over style.

John Lewis

Crocs Classic Platform Clogs, £44.99, John Lewis

The full top 10 list of defining products of 2021 according to John Lewis is as follows:

  1. Tents +650 per cent
  2. Air fryers +400 per cent
  3. Trampolines +270 per cent
  4. Hot tubs +200 per cent
  5. Pizza ovens +195 per cent
  6. Big TVs +146 per cent
  7. Speedos +100 per cent
  8. Corner sofas +95 per cent
  9. Crocs +58 per cent
  10. Smart home security +10 per cent

As well as the defining products of 2021, the report also found that TV became our main fashion and lifestyle influence, as shop windows boarded up and box set binge-watching rose dramatically. One example is Netflix’s Bridgerton influencing us all to buy four-poster beds, patterned tablecloths, cake stands and champagne back in January 2021, while the sixth series of Line of Duty inspired sales of waistcoats to rocket by 114 per cent between May and August. ‘We know the series was behind this trend: prior to it starting, waistcoat sales were tracking down by 75%,’ read the report.

cake stand
John Lewis

Morris & Co. Spode 3 Tier Cake Stand, £55, John Lewis

Meanwhile, the Tokyo Olympics had a direct impact on sales, too: after Gold medallist Tom Daley was spotted knitting in the stands, sales of knitting kits increased by 87 per cent. And thanks to 13-year-old skateboarder Sky Brown bagging bronze for Team GB, skateboard sales soared by 33 per cent.

sock knitting kit
John Lewis

Wool Couture Fair Isle Striped Socks Knitting Kit, £29.99, John Lewis

Of course, as some sales rocketed, other declined, yet another sign of the times: filing cabinets were officially taken off of John Lewis’ shelves (thanks to digital and paperless cloud storage), while sales of travel accessories, children’s party clothes, briefcases, neck ties, thongs, and make-up bags all fell dramatically – with nowhere to go, be that holidays, work or socialising, none of these items were anyone’s top priority in 2021.

Fascinating stuff…