Black Friday and the colder weather helped high street sales last month, according to the latest BRC-KPMG figures.
Sales for the four weeks to 26 November increased 4.2%, compared to an increase of 5% a year earlier. On a like-for-like basis, sales increased 4.1% from November 2021.
In the three months to November, non-food sales fell by 0.4%. The figures are not adjusted for inflation, meaning the rise actually masked a much larger drop in volumes, according to the BRC.
Helen Dickinson, chief executive of BRC, commented: “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. However sales growth remained far below current inflation, suggesting volumes continued to be down on last year.”
Paul Martin, UK head of retail, KPMG, added: “Household appliances, footwear and furniture saw positive sales growth as consumers sought out good deals on designer items and started to prepare for Christmas gatherings at home.
“As we enter the last crucial few weeks of the year, retailers will be hoping that consumers continue to focus on the Christmas feel good factor.
“Given the economic headwinds for the year ahead, with consumer behaviour expected to evolve further as shoppers look to trade down and purchase less, understanding and meeting customer needs will be mission critical for retailers and it’s a job that keeps getting harder.”
