John Lewis shares Black Friday trends ahead of final weekend

Ahead of the final weekend of John Lewis’ Black Friday sales, the retailer has shared an insight into shopping trends and best-sellers so far across Home, Tech, Fashion and Beauty.

Pretty in pink

Beauty bestsellers have been dominated by Charlotte Tilbury’s Pillow Talk collection, Rituals’ The Ritual of Sakura collection, and Chanel’s Coco Mademoiselle, as shoppers channel Glinda’s ‘Wicked’ aesthetic.

Luxury knits

Sales of John Lewis cashmere are up nearly 10% compared to this time last year – no doubt partly inspired by the retailer’s ‘Give Knowingly’ chapter of their Christmas advertising campaign trilogy, which starred this Crew Neck Jumper. While the featured magenta colourway is a sell-out hit, thankfully it comes in 12 other shades, making it the perfect, versatile Christmas gift.

Wearable tech

Ahead of Black Friday weekend, John Lewis has already seen sales of wearable tech increase by 140% compared to the same time last year, as customers are increasingly looking to track fitness goals and monitor their health in style. Popular products include Garmin smartwatches and Oura rings – which launched at John Lewis earlier this year and have proved a real hit.

The new neutrals

John Lewis has seen sales of navy knitwear more than triple compared to the same time last year, as shoppers are increasingly selecting this shade as a smart alternative to black, with popular products including this HUSH Merino Wool Crop Jumper and Nobody’s Child Collared Crochet Cardigan.

Driven by trending ‘chocolate brown’ – this autumn’s colour of the season – sales of brown coats have increased by nearly 90%, with popular items including Barbour’s Waterproof Trench Coat, and Ralph Lauren’s Faux Fur Coat.

And sales of chocolate brown handbags have more than doubled: popular styles include this Flattered Suede Tote Bag, with the tote bag shape proving to be another key trend with overall sales up by over 50%.

Fragrance discovery sets and beauty miniatures

Inspired by creative scent experimentation and layering on TikTok, John Lewis customers are looking to mix and match their fragrances by purchasing discovery sets instead of one larger bottle of perfume. CREED’s Sample Inspiration Set Menu features in the retailer’s overall top 10 branded best-sellers list, and other hits include Gucci’s Discovery Fragrance Set and Ariana Grande’s Deluxe Miniature Cloud Set.

Overall, sales of mini products and sets are already up nearly 90% compared to last year. As well as fragrances, shoppers are going wild for cult favourites including Charlotte Tilbury’s Pillow Talk Iconic Mini Lip Kit and Sol de Janeiro’s Body Paradise Minis.

Rise and shine

In the face of dark winter mornings, and to beat the temptation of staying under the duvet, shoppers have been turning to SAD lamps and light alarm clocks, with Lumie sales up by 20% compared to this time last year. Popular products include the Sunrise Alarm Wake up to Daylight Table Lamp and the Dash SAD Lamp, with customers loving its two new colour options in Pistachio White and Terracotta Pink.

Game on

Sales of gaming accessories have nearly doubled compared to the same time last year, with PlayStation 5 accessories like this DualSense Wireless Controller, as well as this Meta Mixed Reality Headset and Controllers, leading the way.

Crackers for customisable decor

Customers are looking to add a personal touch to their Christmas tables this year, with ‘fill your own’ crackers topping the retailer’s Black Friday best-sellers list, and traditional holly and mistletoe and luxurious gold stag designs proving the most popular.

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