Covering the 4 weeks from 4 - 31 October 2026
- UK Total retail sales increased by 1.5% year on year in
October, against a growth of 1.6% in October 2025. This was above
the 3-month average growth of 1.2% and in line with the 12-month
average growth of 1.5%.
- Food sales increased by 3.2% year on year in October, against
a growth of 3.5% in October 2025. This was above the 3-month
average growth of 2.7% and above the 12-month average growth of
3.0%.
- Non-Food sales were flat year on year in October, against a
growth of 0.1% in October 2025. This was above the 3-month
average decline of 0.1% and below the 12-month average growth of
0.2%.
- In-Store Non-Food sales decreased by 1.1% year on year in
October, against a growth of 0.1% in October 2025. This was below
the 3-month average decline of 0.7% and below the 12-month
average decline of 0.5%.
- Online Non-Food sales increased by 1.8% year on year in
October, against flat sales in October 2025. This was above the
3-month average growth of 0.8% and above the 12-month average
growth of 1.5%.
- The online penetration rate (the proportion of Non-Food items
bought online) increased to 38.6% in October from 38.2% in
October 2025. This was above the 12-month average of 38.2%.
Helen Dickinson, Chief Executive at the British Retail
Consortium, said:
October was subdued for retailers, as shoppers delayed spending
ahead of Black Friday and Christmas. Big ticket categories, such
as furniture and white goods, performed badly as customers waited
for November deals. Dreary weather meant online sales fared
better, while cupboard staples saw a modest boost following
Government advice for households to stock for emergencies.
Halloween falling on a Saturday also helped drive spending on
snacks, costumes and decorations.
Retailers are hoping pent-up demand translates into stronger
spending through November and December, as they work hard to
deliver great choice and value for households this Christmas. But
shoppers and businesses face mounting costs, including rising
interest rates and energy bills, adding to the pressures already
pushing up prices. Government must move faster to cut back the
taxes and regulations making it harder for retailers to keep
prices down.
Linda Ellett, UK Head of Consumer, Retail & Leisure,
KPMG, said:
Clothing and footwear purchases grew in October, along with cosy
essentials like duvets, as temperatures lowered and storms
finally blew in the start of autumn and winter season for
retailers.
But with consumers facing higher household costs, caution ahead
of the Budget, and some waiting for Black Friday deals overall
sales growth was modest. Nonetheless, growth will be
welcomed by a retail sector that desperately needs to offset cost
increases with some strong sales as the promotional and festive
season gets into full swing.
Sarah Bradbury, CEO, IGD, said:
Shopper confidence has been fluctuating around zero for some
time, and that volatility looks set to continue. October brought
some brighter signs for grocery sales, with half term and
Halloween helping to drive spending, potentially supported by
some households stocking up in response to the government's Be
Ready campaign. However, the underlying mood remains cautious.
Uncertainty ahead of the Budget added to an already cautious mood
in October, while shoppers remain pessimistic about their future
finances. The prospect of higher energy costs, inflation and
interest rates creates a challenging backdrop for 2027. Food and
grocery promotions should help keep shoppers spending during the
festive period, but we expect January to be a difficult month for
many households.
October Total sales contribution
Online sales category growth rankings
