John Lewis adopts ‘moments’ slogan as spending habits shift after Covid

Retailer's research shows people want to spend money on enjoying life day to day as cost of living continues to rise

For close to a century, John Lewis has been never knowingly undersold", but the retailer is now positioning itself as being there for all life's moments" as it adapts to a profound shift in spending habits driven by Covid-19 and rising living costs.

The pledge is designed to tap into what the department store chain is billing as the moments economy", as Britons spend smaller amounts on enjoying day-to-day life - from hosting a dinner party to celebrating a dog's birthday - rather than splurging on set-piece events such as foreign holidays.