After a tough few months for the non-food retail sector, data suggests that Black Friday gave businesses a much-needed boost.
Analysis by the British Retail Consortium (BRC) and KPMG shows that Retail Parks and Shopping Centres saw the biggest surge of customers over the Black Friday weekend, with overall footfall rising 6.7% compared to the previous year. The increased traffic drove sales up 5.5% for non-food retailers, helped by the event’s closer proximity to Christmas this year.
Kris Hamer, Director of Insight at the BRC, noted that Black Friday remained an omnichannel event, but online growth still showed the biggest gains, with computing, fashion, and beauty among the most popular categories.
The recent BRC-KPMG Retail Sales Monitor showed that most of November was a tough month for the sector as low consumer confidence and rising energy bills dented non-food spending. Total retail sales during the four weeks to 23 November decreased by 3.3% year-on-year in November, in stark contrast to a 2.6% rise during the same period last year. However, the figures were impacted by the later Black Friday this year, which means trading data from the event will instead be included in December’s figures.
Linda Ellett, UK Head of Consumer, Retail & Leisure at KPMG, commented: “Retailers will be relieved that consumers were holding back their November buying for Black Friday week promotions, rectifying the disappointing retail sales levels seen during the rest of the month. Black Friday week saw growth of nearly 6% on last year, with nearly all categories up, except furniture sales.
“With Christmas in sight, retailers are hoping that the gift buying isn’t done yet and will be keeping a close eye on their data as they target their festive promotions and Boxing Day sales to capture consumer attention once again.”
NAM Implications:
- In the way ‘one swallow doesn’t make a Summer’…
- …experienced retailers realise that one Friday cannot make up for a bad year.
- However, every little helps…
- But the fact remains that consumers are making do with big-ticket items…
- …and are understandably reluctant to spend on non-food.
- Meaning any growth in these categories will have to come at the expense of rivals…
