Coats, hot water bottles and hooded blankets help warm up retail sales

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Black Friday bargains helped retail sales climb by more than 4% in November, according to the latest BRC-KPMG Retail Sales Monitor.

On a total basis, sales rose by 4.2% in the four weeks to November 26, against an increase of 5% in November 2021, although the figures did not account for historically high levels of inflation.

UK retail sales increased by 4.1% on a like-for-like basis compared with November 2021 when they rose by 1.8% – this was above the three-month average growth of 2.3% and the 12-month average growth of 1.2%.

Food sales rose by 5.8% on a total basis and 5.5% in the three months to November 2022, but non-food retail sales were flat at 0% on a total basis and decreased 0.4% like for like, below the 12-month average growth of 3%.

In-store sales of non-food items increased 2.2% on a total basis and 1.6% like for like since November 2021 – below the 12-month growth of 26.6%.

Online non-food sales decreased by 0.4% in November, against a decline of 17.9% in November 2021, while non-food online penetration rate decreased to 46.1% in November from 48.9% at the same point last year.

British Retail Consortium (BRC) chief executive Helen Dickinson said: “Sales picked up as Black Friday discounting marked the beginning of the festive shopping season. However, sales growth remained far below current inflation, suggesting volumes continued to be down on last year.

“As the weather began to turn, customers were quick to purchase winter warmers such as coats, hot water bottles and hooded blankets. Black Friday discounts also boosted sales of home furnishings as many households traded big nights out for budget nights in.”

Dickinson added that retailers were doing all they could to keep prices affordable for their customers, despite “facing huge cost pressures”.

KPMG’s UK head of retail Paul Martin said Black Friday sales had provided a “much-needed boost on the high street and online”.

“Household appliances, footwear and furniture saw positive sales growth, both in store and online, as consumers sought out good deals on designer items and started to prepare for Christmas gatherings at home,” he said.

“However, some categories such as toys, computing and baby equipment have now seen several months of negative sales figures that even the festive boost has not been able to reverse.”