Retail sales rise in April as pent-up demand brings shoppers back to store

Total sales “increased considerably” following reopening, up 7.3% for the month of April according to the BRC-KPMG Sales Monitor. The data has been compared with 2019 in order to enable more meaningful analysis.

Retail sales soared 46.3% on a like-for-like sales basis from April 2019, when they had increased 3.7% from the previous year, as shoppers returned to reopened stores.

Over the three months to April, in which the UK was largely in lockdown, food sales increased 9.9% on a like-for-like sales basis and 10.3% on a total basis.

Non-food retail sales also jumped 25% on a like-for-like sales basis and 2.4% on a total basis – non-food was in growth for the month of April as spending increased exponentially in the final three weeks of the period.

BRC chief executive Helen Dickinson said: “Following the reopening of so-called non-essential stores on Apri 12 in England and Wales and continued online growth, retail sales enjoyed a welcome boost last month. 

“With the short-term pent-up demand for the shopping experience drawing consumers back to stores, non-food sales across stores and online increased by a quarter between March and April.

“Many fashion retailers saw an uptick in sales, particularly in outerwear and knitwear, as the public braved the cold spring weather for outdoor meeting and dining with friends. 

“Furniture also saw a boost as consumers can once again try before they buy.”

KPMG head of UK retail Paul Martin added: “Retailers will be delighted with the way the reopening of the high street was greeted by shoppers eager to get into stores and engage once more with physical shopping.

“Remembering that this time last year we were in lockdown, there are some outstanding growth figures in April – especially in non-food within categories such as jewellery, accessories and footwear, which all registered triple-digit growth. 

“Clothing retailers, who have been particularly hard hit by store closures during lockdown, were the biggest beneficiaries of pent-up demand as consumers headed out to restock their wardrobes in anticipation of social events being back on the agenda.

“Online sales continued to grow across most categories, but at a reduced rate as many consumers stepped away from their computers to head outside. This maybe has come as a surprise, although it does showcase that some changes in consumer behaviour are here to stay.”