UK overall retail sales for November 2024 saw a decline of 3.3% on a yearly basis, compared to an increase of 2.6% observed in the same month the previous year, according to BRC-KPMG retail sales monitor.

This figure falls short of both the three-month average growth rate of -0.1% and the 12-month average growth rate of 0.5%.  

In the four-week period from 27 October to 23 November 2024, non-food sales continued to decline on an annual basis for the month of November. 

Sales in the non-food sector over the three months leading up to November declined by 2.1% year-on-year, compared to a decrease of 1.6% in November last year, but was still above the 12-month average decline rate of 2.2%.  

In-store non-food sales also decreased by 2.2% year-on-year, though this was less than the previous year’s increase of 2.2%. 

Online non-food sales (including mail and phone orders) took the hardest hit, plummeting by -10.3% year-on-year in November, a significant drop from the -2.1% recorded in November 2023 and well below both the three-month and 12-month average declines. 

Under the online sales category growth rankings, health and beauty and house textiles categories showed growth in November compared to October, while clothing, footwear, home accessories, and other non-food categories experienced declines. 

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The online penetration rate for non-food items also fell to 40.6%, down from 41.4% in November 2023 but still higher than the annual average of 36.4%. 

Commenting on the figures, British Retail Consortium chief executive Helen Dickinson said: “While it was undoubtedly a bad start to the festive season, the poor spending figures were primarily down to the movement of Black Friday into the December figures this year. Even so, low consumer confidence and rising energy bills have clearly dented non-food spending. 

“Spending on fashion was particularly weak as households delayed purchases of new winter clothing, while health spending was boosted by the season’s arrival of coughs and colds.”  

The food sector managed to show an annual increase for the month of November, albeit at a slower pace, with a year-on-year (YoY) increase of 2.4% over the three months to November.  

However, this was still below the robust 7.6% growth seen in November 2023 and the more modest 12-month average growth of 3.7%. 

Sarah Bradbury, CEO of grocery sector insight firm IGD, said: “Post-October budget, shoppers have likely noticed the media reaction from businesses, but this hasn’t significantly shifted their behaviour. November’s grocery market performance shows year-on-year growth in both value and volume. IGD’s latest research highlights signs of festive cheer, with 5% more shoppers than last year (41% vs 36% in 2023) planning to spend what they want this Christmas. However, despite this uplift, it’s unlikely to be a bumper Christmas for all, as many remain focused on budgeting. The festive optimism is there, but the underlying caution means spending will still be influenced by economic pressures, especially on out-of-home activities.” 

Looking ahead, retailers are hopeful that consumers will boost their spending before Christmas, offsetting this early slump.  

Dickinson warned that “retailers will be feeling the squeeze from both sides” as they face over £7bn ($8.88bn) in additional costs next year due to budget changes and new packaging levies. 

Linda Ellett, KPMG UK consumer, retail & leisure head, said: “While the majority of November’s data tells a disappointing tale for the retail sector, this reporting didn’t include Black Friday week, so the hope for retailers is that consumers were being savvy shoppers and that the promotional push in the last days of the month saw held-back consumer spend materialise and mitigate what is otherwise a disappointing month. If not, then we may see some retailers launching Christmas sales early.” 

By Just Style