Pre-Budget jitters among shoppers meant the month of Black Friday did not deliver as strongly as retailers had hoped or the economy needed, says the British Retail Consortium (BRC).
According to the latest BRC-KPMG Retail Sales Monitor, UK Total retail sales increased by 1.4% year on year in November, against a decline of 3.3% in November 2024. This was below the 12-month average growth of 2.5%.
Food sales increased by 3.0% year on year in November, against a growth of 2.2% in November 2024. This was below the 12-month average growth of 3.6%.
Non-Food sales increased by 0.1% year on year in November, against a decline of 7.9% in November 2024. This was below the 12-month average growth of 1.6%.
In-Store Non-Food sales decreased by 0.3% year on year in November, against a decline of 6.2% in November 2024. This was below the 12-month average growth of 1%.
Online Non-Food sales increased by 0.5% year on year in November, against a decline of 10.3% in November 2024. This was below the 12-month average growth of 2.5%.
The online penetration rate (the proportion of Non-Food items bought online) increased to 44% in November from 43.8% in November 2024. This was above the 12-month average of 37.3%.
Helen Dickinson, Chief Executive of the British Retail Consortium, said: “Sales growth was the weakest in six months, despite the elevated inflation. Not unexpectedly, online dominated, with the proportion of non-food bought online reaching its highest level since 2022. Many consumers took advantage of promotions, with homeware and upholstery selling well ahead of festive hosting. Fashion lagged, especially with the mild first half of November dampening demand for winterwear.
“Retailers continue to invest in Christmas offerings, building up stock levels, and promoting festive products. It has been a difficult year as retailers grappled with ever-rising cost pressures. Looking ahead to 2026, it is time public policy started prioritising measures to revive consumer confidence and keep costs of doing business down so retailers can focus on growth strategies to maximise their contribution to economic recovery.”
