I am applying for a job in WHSmith and they are asking for what my job aspirations are, not sure what that means?

It means what are your long term plans with the company? Where do you want to be in 5, 5 or 15 years? Certainly its not doing the same thing you got hired to do in that same position. Meaning what do you hope to advance to in a number of years.

It's OK to lie a little - saying something like 'I prefer a job I can be loyal to, and work my way up in, while learning more on the job and by taking online courses in related fields.' Use your own words.