UK retail sales growth slowed in October as consumers held back spending ahead of Black Friday sales. The fashion and non-food categories showed only minor increases.
According to the Retail Sales Monitor from the British Retail Consortium (BRC) and KPMG, total retail sales rose 1.6 percent in October compared to the previous year. This value is below the twelve-month average of 2.1 percent and marks the weakest monthly growth since May. Non-food sales, which include fashion, cosmetics and household goods, rose just 0.1 percent. This highlights cautious consumer sentiment as households grapple with higher living costs and economic uncertainty.
Non-food sales in brick-and-mortar stores rose 0.1 percent, while online sales stagnated, following a slight increase of 0.4 percent last year. The online share of non-food items rose slightly to 37.9 percent. This suggests continued digital engagement even as overall growth stagnates.
Helen Dickinson, chief executive officer (CEO) of the BRC, said many consumers were delaying their purchases in anticipation of seasonal discounts.
“October was a subdued month with the weakest growth since May. Many postponed spending, waiting for Black Friday deals and cooler temperatures to buy toys, electronics and clothing,” she said. “Retailers are counting on Black Friday to provide an important boost. However, the upcoming budget decisions risk undermining fragile consumer confidence.”
For fashion retailers, the numbers reflect an overall slowdown in discretionary spending. Warmer weather delayed fall wardrobe purchases. At the same time, price sensitivity continues to shape behavior. Consumers browse, but buy less often and often wait for bigger discounts.
Linda Ellett, UK Head of Consumer, Retail & Leisure at KPMG, added that online momentum has stalled:
“Retail sales growth in October fell compared to previous months, and online growth has come to a complete standstill. Retailers are now relying on Black Friday and the holiday season to reverse this slowdown.”
Ellett also noted that AI-powered shopping tools are increasingly influencing how consumers search for deals and gifts. This presents both challenges and opportunities for retailers looking to attract attention in a competitive discount environment.
Facing stagnant demand and high operating costs, fashion retailers face the difficult task of finding a balance between maintaining margins and offering added value. As promotional activity increases in November, Black Friday’s performance will likely set the tone for a holiday season that is shaping up to be low-key but highly competitive.
This article was created using digital tools translated.
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