According to data compiled by BRC-KPMG, UK total retail sales increased by 1.5% YoY in October, against a growth of 1.6% in October 2025. Non-food sales were flat, against a growth of 0.1% in October 2025.
Of these, in-store non-food sales decreased by 1.1% YoY, while online non-food sales increased by 1.8%. The online penetration rate (the proportion of non-food items bought online) increased to 38.6% in October from 38.2% in October 2025.
Helen Dickinson, chief executive at the British Retail Consortium (BRC), says: “October was subdued for retailers, as shoppers delayed spending ahead of Black Friday and Christmas. Big-ticket categories, such as furniture and white goods, performed badly as customers waited for November deals.
"Dreary weather meant online sales fared better, while cupboard staples saw a modest boost following Government advice for households to stock for emergencies. Halloween falling on a Saturday also helped drive spending on snacks, costumes and decorations. Retailers are hoping pent-up demand translates into stronger spending through November and December, as they work hard to deliver great choice and value for households this Christmas.
Linda Ellett, UK head of consumer, retail and leisure, KPMG, adds: “Clothing and footwear purchases grew in October, along with cosy essentials like duvets, as temperatures lowered and storms finally blew in the start of autumn and winter season for retailers.
“But with consumers facing higher household costs, caution ahead of the Budget, and some waiting for Black Friday deals, overall sales growth was modest. Nonetheless, growth will be welcomed by a retail sector that desperately needs to offset cost increases with some strong sales as the promotional and festive season gets into full swing.”
