John Lewis & Partners has seen five times more searches for wellness products on its website this January. Its customers are embracing the practice of self care with the help of weighted blankets (+170%), SAD lamps (+30%) and candles (+104%).
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The usual energy and inspiration found in the start of the new year may be harder to summon in 2021. The work-life balance has seen people spending more time at home, often finding it hard to switch off and separate work from home life. Customers are turning to John Lewis experts to help them clear out the bedroom to make it a space solely for relaxation and quality sleep.
Don’t let sleep struggles weigh you down
Sleep is at the heart of self-care, stop scrolling and start turning your attention to your surroundings. “Creating the right ambient temperature, both in the room and via bedding is another important factor,” says Unna Patel, Partner & Filled Bedding Buyer. “Don’t confuse weight with warmth, as top quality down duvets may feel very light but they are expert at keeping you toasty.” The Sleep Council recommends a room temperature of 16-18 °c for a restful sleep.
Weighted blankets continue to be popular with customers (+170% compared to last year) as their ability to soothe the entire body, aid relaxation and provide comfort throughout the year becomes a necessity in lockdown. With the success of the blankets, we’ve recently introduced weighted eye masks. These are a great alternative and perfect for sleeping in. Pair your eye mask with a silk pillowcase that will not only feel great on your skin but will smooth and maintain your hair’s moisture levels overnight (+30%).
Wake up to daylight, whatever the season
A lamp that can actually help you get up and out of bed in the winter mornings is quite frankly a miracle in our eyes and that’s exactly what SAD lamps do. The lamp stimulates a sunrise, helping you to naturally wake up in a gentle way. An ideal tool in the quest to get the best night’s sleep with sales +30% compared to last year. No matter the weather outside, start the day with some sunlight and you’ll be smiling.
Set the scene
Partner and Home Design Stylist, Bethan Harwood says, “If you are looking to create a bedroom retreat, colours that are soft on the eye and make you feel calm are the ones to look towards. These tend to be the colours you see in nature, greens, blues and earthy neutrals. I recommend a monochromatic scheme where your colour palette is tonal to avoid visual clutter.
Natural textures such as rattan, cotton and linens help to create a cosy and comfortable setting whilst still keeping the space fresh. They are tactile and blur the lines between the outdoors and indoors.”
Bathscaping; the new tablescape
The luxury trend that everyone should indulge in this winter season is bathscaping. Surrounding your bath with candles (+104%), a natural bath tray, plants, literature and a cosy bath mat. Fill the tub with lots of bubbles and take away all the electronics (once you’ve snapped a pic) to feel the full benefit. Afterwards, we’re seeing customers wrap up in a cosy bathrobe (+107% compared to last year) as they look to make their home feel like a night away!
Rosie Chalk, Partner and Assistant Buyer, Bath Shop says, “This year has allowed us to take time for ourselves, to enjoy our home comforts and simple pleasures like creating the perfect bath landscape. Our customers love natural materials which is why we introduced our bamboo range last year. Bamboo is fast-growing, lightweight and durable making it a kinder alternative for your bathroom. It’s natural properties pair well with plants, candles and music creating the ideal bathscape. A truly relaxing atmosphere and a chance to forget about the daily troubles.”
Declutter, de-stress and take away the mess
Spring cleaning no longer waits until the daffodils are popping up, it starts as soon as you pack away those Christmas decorations. Sales of storage are through the roof with storage units +162% compared to last year as customers learn to utilise their homes and make the most of their space. Customers also fell back in love with print, with magazine racks +105% compared to this time last year. What’s better than a tidy home and a good read of John Lewis Home magazine before bed?
Customers have turned to the nostalgic trend of embroidery and cross stitching to relax and unwind. Sales of embroidery kits are +1527% and cross stitch kits are +261% compared to last year and we predict the trend will continue.
Sophie Burton, Partner and Haberdashery Assistant Buyer says, “Our craft kits are proving popular with customers during lockdown as sales are up +67% compared to this time last year as customers switch off and unwind with embroidery and needlework. We’re offering more choice and variety for those looking for a new project this year and encouraging customers to use crafting as part of their self care routine.”
John Lewis & Partners are offering 100’s of free events through the experience page covering sleep, storage and crafting. Please see below for the current list of events:
Create an organised home – 16th January 2021
How to get a good night’s sleep – 9th February 2021
How to organise your wardrobe in 5 easy steps: tips, tricks & gadget free – 28th January 2021
Easy art project with Derwent – 18th January 2021
Needle felt a beehive with the crafty kit company – 19th January 2021
Make your own macrame plant hanger – 20th January 2021
Calligraphy for beginners with manuscript – 25th January 2021
Sewing machine class for beginners – from 26th January – 19th February 2021
Knit a snood with Wool & the Gang – 27th January 2021
Easy drawing techniques with Derwent – 1st February 2021
Personalise your life with Cricut machines – 2nd February 2021
An introduction to hand embroidery with Hawthorn Handmade – 10th February 2021
Make a ‘Sew me up’ hedgehog & hoglet with Apples to Pears – 15th February 2021
How to use Derwent inktense watercolours – 15th February 2021
Learn to weave with Wool Couture – 17th February 2021
Sew felt puppies with the Crafty Kit Company – 18th February 2021
Kids art and craft workshop with Lionheart – 19th February 2021