UK total retail sales increased by 1.4% YoY in November, against a decline of 3.3% in November 2024, according to the latest Retail Sales monitor from BRC-KPMG, which also found that non-food sales increased by 0.1% YoY (against a decline of 7.9% in November 2024).
In-store non-food sales decreased by 0.3%, while online non-food sales increased by 0.5%. The online penetration rate (the proportion of non-food items bought online) increased to 44% in November from 43.8% in November 2024.
Helen Dickinson, chief executive of the British Retail Consortium (BRC), says: “Pre-Budget jitters among shoppers meant the month of Black Friday did not deliver as strongly as retailers had hoped or the economy needed. 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.”
Linda Ellett, UK head of consumer, retail and leisure, KPMG, adds: “November delivered some growth in retail sales, but many retailers will be disappointed that Black Friday period promotions failed to deliver the bigger boost that they were hoping for. While the likes of computing and household appliances outperformed Black Friday week last year, total non-food sales growth across all categories was minimal overall.
“Rising household costs and nervousness about the economy continue to impact discretionary buying. But retailers will be hoping that Budget clarity has now provided more certainty for consumers about their ability to spend in the months ahead. And as the Christmas decorations go up, hopefully retail sales growth does too, ending 2025 with some festive cheer for the sector.”
