Total UK retail sales decreased by 4.4% year-on-year in November, although the BRC–KPMG data is distorted by the later timing of Black Friday this year.
Adjusting for the popular promotional event, retail sales increased 0.9% on a total basis and 0.4% on a like-for-like basis.
Helen Dickinson, Chief Executive of the British Retail Consortium, commented: “Once the figures are adjusted to take account of the timing of Black Friday, growth appears stronger in November than in previous months. Shoppers appeared ready to take advantage of the great bargains available, both online and on the high street.
“Furthermore, as the spectre of a No Deal Brexit has been pushed back to after Christmas, consumers were more prepared to open their wallets to a little extra festive spending.”
Paul Martin, UK Head of Retail at KPMG, added: “Over the course of November, consumers will have held off making purchases in anticipation of discounts to come, despite many retailers spreading out promotions across several days, if not weeks. That said, consumers will also have put Brexit and political uncertainty to one side temporarily, focussing on promotions and the upcoming festivities instead.
“The key question will be whether demand can rebound enough to make up for several disappointing months of trading this year. Grocers are likely to have weathered the storm better than most but Black Friday is key to many non-food categories.
“Retailers have their foot to the floor during this critical trading period, but it won’t be until Christmas trading reports land in January that we’ll truly know whether their strategies have proved fruitful.”
