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Retail sales volumes are estimated to have increased by 1.3% in November 2023, from no growth (revised from a fall of 0.3%) in October 2023, according to new figures by the ONS.
Non-food store sales volumes rose by 2.3% in November 2023, following a 0.2% increase in October 2023. Retailers suggested that earlier Black Friday sales and wider discounting contributed to the increase.
Despite the strong increase over the month, non-food store sales volumes were 2.7% below their pre-pandemic level in February 2020.
Within non-food, all sub-sectors reported increases in sales volumes over the month. Household goods store sales volumes rose by 3.5% in November 2023 following a fall of 2.6% in October 2023. Department store sales volumes rose by 2.3% in November 2023, with retailers reporting promotions throughout the month.
Clothing stores reported a 1.3% increase in November 2023 sales volumes with retailers attributing this to earlier, and increased, Christmas spending compared with a usual November.
Food store sales volumes rose by 0.8% in November 2023, from an increase of 0.1% in October 2023. Supermarkets reported an increase in sales volumes of 0.1% over the month while specialist food stores (such as butchers and bakers), and alcohol and tobacco stores, reported rises of 8.5% and 5.2%, respectively.
Specialist food stores reported that the increased spending was because of earlier and increased Christmas shopping compared with a usual November.
Non-store retailing, predominantly online retailers, sales volumes rose by 0.2% in November 2023, following a rise of 0.5% in October 2023.
Responding to the latest ONS figures, Helen Dickinson, chief executive of the British Retail Consortium, said: “Many retailers tried to give sales a needed boost in November by starting their Black Friday sales even earlier this year. Cosmetics and toiletries had another strong month as consumers continued to splurge on smaller indulgences. Some categories that usually do well in the Black Friday month, such as household electrical appliances, household goods, and furniture saw weak growth.
“As stores and delivery services become increasingly busy this weekend, it is essential that we all play our part in creating a friendly and enjoyable environment for other customers and staff this Christmas, and we ask for patience, kindness and consideration.”
