Covering the five weeks 24 November – 28 December
2024
- Total sales in Scotland increased by 0.8% compared with
December 2023, when they had grown 1.9%. This was above the
3-month average decrease of 0.8% and above the 12-month average
decrease of 0.4%. Adjusted for inflation, there was a
year-on-year increase of 1.8%.
- Scottish sales increased by 2.0% on a like-for-like basis
compared with December 2023, when they had increased by 1.0%.
This is above the 3-month average of 0.0% and above the 12-month
average decline of 0.3%.
- Total Food sales were flat at 0.0% versus December 2023, when
they had increased by 5.5%. December was above the 3-month
average decline of 0.1% and below the 12-month average growth of
0.7%. The 3-month average was below the UK level of 2.1%.
- Total Non-Food sales increased by 1.5% in December compared
with December 2023, when they had decreased by 1.1%. This was
below the 3-month average decrease of 1.3% and 12-month decrease
of 1.4%.
- Adjusted for the estimated effect of Online sales, Total
Non-Food sales increased by 6.1% in December versus December
2023, when they had decreased by 1.9%. This was above the 3-month
average decline of 1.0% and 12-month average decline of 1.7%.
David Lonsdale, Director, Scottish Retail
Consortium
“Scottish retail sales saw solid growth in December as Black
Friday and Christmas helped retailers to their best monthly
performance of an otherwise flat golden trading quarter and tepid
2024. Overall, the value of Scottish retail sales rose by 1.8
percent in real terms during December.
“Food sales were flat, reflecting consumers cutting back a little
alongside significant price competition between grocers competing
for festive purchases. Non-food trading was more mixed.
Computing and gaming did well alongside home appliances and
health and beauty products. Sales of toys and home accessories
however were weak. Customers continued to increase their online
shopping across Black Friday and in the run-up to Christmas; in
part driven by the poor weather which hit Scotland in December.
“As the Hogmanay bells tolled retailers won't have been
heartbroken to bid farewell to 2024. Sales in the crucial final
golden trading quarter were identical to last year. That is
indicative of a tough combination of household discretionary
spending being limited, and much of what there is being spent on
experiences rather than products. Retailers will be hoping there
are brighter skies ahead in 2025.”
Linda Ellett, UK Head of Consumer, Retail and
Leisure | KPMG
“With Black Friday falling as late as it did, this year it was
part of the Christmas shopping season even more so than in
previous years.
“December, coupled with Black Friday week at the end of November,
delivered sales growth for retailers - with the likes of
AI-enabled tech and beauty advent calendars boosting festive
takings.
However, there was no sales growth during the golden quarter of
October to December in Scotland compared to last year, reflecting
the ongoing careful management of many household budgets during a
time when many costs remain at a heightened level.
“In 2025, we will see retailers increasingly utilising customer
data and AI technology to deliver increased personalisation when
it comes to targeting products and offers to their current, and
potential, customers.”
