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talking trends …And what we left behind Landlines -20% Clutch Bags -61%


Once a must-have for fashionistas, the clutch has proved less popular this year. John Lewis removed them from its own- brand womenswear accessories range.


Camcorders -33%


Camcorders are practically a non- existent market as smartphones have taken over. However, with the growing trend for vlogging, high- end digital cameras - which boast features such as ‘selfie mode’ - and 4k streaming, are on the rise.


The nation is hanging up on these former household necessities, with sales down 45% since 2014. Now, customers prefer to be reached via their smartphones, on email or through online video calls.


Drones -100%


Following the disruptions at London airports in December 2018, John Lewis took the decision to stop selling drones in May 2019.


Cocktail Shakers -20%


While home bars are big news this year, the tantalising range of tonics and mixers available is shaking up the cocktail market. As a result, sales of cocktail shakers are taking a tumble.


Suspenders Mantel Clocks -30% Fish Kettles -100%


With informal dinner parties on the rise, gone are the days when it was the norm to poach a whole fish to wow your guests. Due to declining demand, John Lewis decided to stop selling fish kettles this year.


Formerly centrepieces of the room, customers have banished mantel clocks to the archives, with people increasingly relying on their smartphones, smart watches and voice controlled speakers to keep track of the time.


-8% Customers are no longer willing to endure uncomfortable underwear in the name of sex appeal, with


suspenders down 8% compared with last year.


44 | housewareslive.net


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October/November 2019


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