Consumers just copy what they see on telly, says John Lewis
As we all suspected, we’re just a nation of goggle-eyed automatons, who slavishly buy things based on current events, TV programmes and trends on the internet.
That’s according to a report by retailer John Lewis, who found that our tastes are massively influenced by the hive mind. Basically, if Prince George was wearing a onesie with ‘Mamma Ain’t Raising No Fool’ written on it, we would buy it in our droves. And if Paul Hollywood told us all to buy a silicon non-stick baguette shaped dildo, we would. Independent thought? No thanks, were British!
The John Lewis report, called How We Shop, Live and Look, (which sounds like a quaint schools programme from the 70s), examined buying habits and found that films and TV shows, as well as news stories and sporting events, influenced our purchases profoundly. We copy Andy Murray’s trainers, wear Great Gatsby dresses, and rush out to buy kitchen equipment whenever Nigella’s breasts pop up on the telly.
The report also showed that we shop whenever we can on Smartphones and tablets, which influence our need to be relevant and never miss a trend.
‘People are shopping 24 hours a day and moving seemlessly from mobile to tablet to desktop throughout the day," said Paula Nickolds, buying and brand director for John Lewis. ‘What has become increasingly important is buy now, wear now. Consumers don't want to conform to retailers' traditional half-year view of the world.’
So whether we’re buying Camembert or beard oil, baking trays or leopardprint bras, the modern British shopper is a slave to the rhythm of popular culture.
Mind you, so are retailers like John Lewis, who are probably just getting a delivery of Paul Hollywood baguette dildos in time for Christmas.