Covering the 4 weeks 2 - 29 November 2025
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UK Total retail sales increased by
1.4% year on year in November, against a decline of
3.3% in November 2024. This was below the 12-month
average growth of 2.5%.
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Food sales increased by 3.0% year on
year in November, against a growth of 2.2% in November
2024. This was below the 12-month average growth of
3.6%.
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Non-Food sales increased by 0.1% year
on year in November, against a decline of 7.9% in
November 2024. This was below the 12-month average
growth of 1.6%.
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In-Store Non-Food sales decreased by
0.3% year on year in November, against a decline of
6.2% in November 2024. This was below the 12-month
average growth of 1%.
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Online Non-Food sales increased by
0.5% year on year in November, against a decline of
10.3% in November 2024. This was below the 12-month
average growth of 2.5%.
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The online penetration rate (the
proportion of Non-Food items bought online) increased
to 44% in November from 43.8% in November 2024. This
was above the 12-month average of 37.3%.
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Helen Dickinson, Chief Executive of the British Retail
Consortium, said:
“Pre-Budget jitters among shoppers meant the month of Black
Friday did not deliver as strongly as retailers had hoped or the
economy needed. Sales growth was the weakest in six months,
despite the elevated inflation. Not unexpectedly, online
dominated, with the proportion of non-food bought online reaching
its highest level since 2022. Many consumers took advantage of
promotions, with homeware and upholstery selling well ahead of
festive hosting. Fashion lagged, especially with the mild first
half of November dampening demand for winterwear.
“Retailers continue to invest in Christmas offerings, building up
stock levels, and promoting festive products. It has been a
difficult year as retailers grappled with ever-rising cost
pressures. Looking ahead to 2026, it is time public policy
started prioritising measures to revive consumer confidence and
keep costs of doing business down so retailers can focus on
growth strategies to maximise their contribution to economic
recovery.”
Linda Ellett, UK Head of Consumer, Retail & Leisure,
KPMG, said:
“November delivered some growth in retail sales, but many
retailers will be disappointed that Black Friday period
promotions failed to deliver the bigger boost that they were
hoping for. While the likes of computing and household
appliances outperformed Black Friday week last year, total
non-food sales growth across all categories was minimal overall.
“Rising household costs and nervousness about the economy
continue to impact discretionary buying. But retailers will be
hoping that Budget clarity has now provided more certainty for
consumers about their ability to spend in the months ahead.
And as the Christmas decorations go up, hopefully retail sales
growth does too, ending 2025 with some festive cheer for the
sector.”
Food & Drink sector performance | Sarah Bradbury,
CEO, IGD, said:
“Confidence remains fragile following the Budget, with the
away-from-home market most exposed to reduced demand. In the
run-up to Christmas, shoppers are expected to make selective
trade-ups, balancing affordability with indulgence. Retailers
that combine strong value with premium options will be best
placed to win. As January arrives, expect a pullback on
discretionary spending alongside a renewed focus on healthier
choices.”
