Press Releases

25/01/16

Online searches reveal UK high street shopping habits in 2015


The wettest August on record for parts of the UK saw the most web searches for wellingtons that month, rather than sun cream.

A look back over the nation’s internet shopping habits for 2015 by leading department store Debenhams gives a fascinating insight into the lives of British consumers over the last 12 months.

As ever the weather played a starring role. In April we were optimistic enough to be looking for bikinis, sunglasses and fascinators as we planned summer breaks and looked forward to outdoor events.

In June we were hunting for new suitcases and by July sandals and shorts were at their peak as we prepared to get away on that break abroad. Seventies style Kaftans were also popular.

By August hopes of a scorching summer at home had been dashed and wellies entered the list of most searched for items. Come November our umbrellas had seen so much action we were looking for replacements, the top month they feature.

Forward-thinking would-be prom-princesses started chasing for their dream dress early – with interest peaking in February, while April and May were bigger for sport and fitness shopping rather than January, when traditionally many vow to shed the pounds gained over Christmas.

Revamping homes proved popular in the first month of the year and was the most popular time to search for new curtains, cushions, mirrors and wallpaper.

In January and February 2015 demand for baby clothing and products peaked, rather than July and September which is the busiest time on hospital maternity wards. In November and December kitchenware and tableware was most often replaced, while candles were a much chosen item in the two months before Christmas.

Interest in new duvets soared as the weather turned chillier in September and in the depths of Winter in January when temperatures dropped and snow hit parts of Britain.

Thinking about Christmas presents for youngsters started in September for Debenhams customers while jewellery was popular in February and in December, perhaps reflecting gift buying for Valentine’s Day and Christmas. The number of web-surfers seeking aftershave and perfume also soared in December.

The list of top searches from the tens of thousands of products offered by the leading high street retailer, shows how customers use the shopping web site to research and buy and reflects fashion and lifestyle trends, as well as climate and social changes.

Lace dresses soared up the league table in February and March after being featured by designers Valentino and Gucci and proved popular as party dresses before Christmas. The classic little black dress was a recurring favourite throughout the year, though the little red dress became a rival in October and continued to be a hit right until the end of the year.

The most popular period for men to look for a new suit was April through to September which happens to be the time graduates start being interviewed for jobs. Waistcoats for men were revealed as one of this year’s fashion musts following a trend started by TV and sporting celebrities, with interest beginning in April.

Fashion leaders claim onesies are so last year, but not according to Internet searches which see them in the top twenty most looked for items for five months of the year while slippers were in the top five from September peaking in December. November was a high point for pyjamas, coinciding with the nights becoming darker, while the search for Christmas jumpers to out-do your mates started as early as October.

Searches for lingerie rose steeply in January and April, indicating this is a time when women Spring clean their wardrobe. Boots were a top ten item from September to April, while searches for handbags and dresses in general were a top favourite throughout the year.

Christine Morgan, Director of PR for Debenhams, said: “We get millions of visits to our web site every month so it’s fascinating to see when and what people are looking for. The visits to the website really do reflect people’s lifestyles and we endeavour to cater for everyone by offering a wide a choice as possible, with alternatives to suit every budget.”

Top months for product searches...

Homewares and baby items – January

Prom dresses – February

Evening dresses – March

Lingerie – April

Kimono style tops - May

Fascinators and bikinis – June

Sandals – July

Wellingtons and back packs – August

Ankle boots  - September

Umbrellas, scarves, pyjamas – November

Slippers, toys – December

Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of over 240 stores across 27 countries.  Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

Debenhams has been investing in design for over 20 years through its exclusive Designers at Debenhams portfolio of brands.  Current designers include Abigail Ahern, Jeff Banks, Jasper Conran, Sadie Frost and Jemima French, Patrick Grant, Henry Holland, Betty Jackson, Stephen Jones , Ben de Lisi, Todd Lynn,  Julien Macdonald, Laura Oakes, Jenny Packham, Ren Pearce and Andrew Fionda, Aliza Reger, John Rocha, Ashley Thomas, Justin Thornton, Eric Van Peterson and Matthew Williamson.

For more information, visit www.Debenhams.com

CONTACTS

Debenhams Press Office
020 3549 6420 / press.office@debenhams.com

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