John Lewis and Waitrose launch 100 new virtual experiences to keep nation entertained and reveal how we shopped in week one of Lockdown 3.0

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John Lewis and Waitrose have launched more than 100 virtual services and experiences, all designed to entertain the nation while we are stuck indoors for the third national lockdown.  As easy as logging into a virtual class, customers can access the advice and support of Partners from the comfort of their own homes. 

Virtual classes, events and experiences include: 

Claire Pointon, customer director at John Lewis, said:  “We know it might not be the start of the year that any of us planned but our expert Partners have worked really hard to put together a range of virtual experiences which aim to entertain, motivate, educate and inspire our customers in the coming weeks.  Whether you’re looking for inspiration to keep the kids busy, help tidying the home you’re now spending a lot more time in, planning an upgrade to your workout wardrobe or tips on preparing a baby’s nursery, we’ve got over 100 virtual services and experiences available to choose from.” 

The full range of John Lewis and Waitrose virtual experiences are available to book here.

How we shopped through Week 1 of Lockdown 3.0

With customers adapting to spending more time at home once again, sales data from the first full week of lockdown has revealed the items we’re snapping up.

The nation rejects “Dry January” as alcohol sales rocket 

  • Dry January has been put on hold for 2021 with Waitrose wine sales up 27% and beer sales are up 49%.  Customers have been getting inventive with cocktail ingredients with a variety of spirits proving popular (liqueur +75%, gin +30%, white rum +64% and tequila +56%) as we create our own tipples at home. Nostalgia has also taken centre stage with sales of cream liqueurs up 101%.

Parents go the extra mile for homeschooling kids 

  • With classrooms shut for the foreseeable future, parents are creating virtual classrooms – with projector sales up 263%.  There has also been high demand for Tablets (+176%) and Laptops (+166%).
  • To inject some playtime fun, sales of outdoor toys are up 56% driven by demand for trampolines, scooters and playhouses.

Keeping our spirits up through wellbeing and fitness 

  • We’re treating ourselves with candles (+104%) and bath oils (+71%), as well as brightening our homes with new blooms (Waitrose Florist sales +46%) 
  • Home-based fitness continues to trend with sales of smartwatches up 96% and sport product sales up 17% driven by fitness equipment such as Theragun, exercise bikes and treadmills. 
  • We’re also cosying up and keeping ourselves snugly warm with electric blankets up 84% and . thermal clothing sales up 542%. 

We’re getting back to baking 

  • Kitchen equipment up 23% driven by bread makers (+146%) as well as slow cookers (+163%).  Waitrose has also seen comfort food firmly on the menu for the new year with sales of mince +48% and slow cooking meats up +63% as well as beef short rib sales which are up +110%.