Retail sales volumes are estimated to have fallen by 1.3% in April 2026, following a rise of 0.6% in March 2026, and a fall of 0.8% in February 2026, according to the latest figures from the Office for National Statistics. Fuel volumes fell in April as some retailers suggested that motorists were conserving fuel. This followed strong March growth, with retailers reporting that motorists stocked up as prices rose.
Total retail sales, excluding automotive fuel, fell by 0.4% on the month. Both clothing and non-store retailers were down compared with March 2026, which retailers attributed to variable weather and lower demand.
Shopify’s Deann Evans (Managing Director, EMEA), said: “Retailers will be disappointed to see sales slip in April, particularly after a small rise in March. There have been signs of strong seasonal demand throughout spring, but April’s decline suggests consumers are still being selective and prioritising their spending around specific occasions, rather than loosening budgets across the board.
Hai-Ly Nguyen – McKinsey & Company associate partner at McKinsey & Company, comments: “The sales decline in April is a symptom of underlying fragility in UK consumer demand. The fall of 1.3% month-on-month is the sharpest monthly decline in over a year.
“UK consumers are spending less on essentials (including fuel due to the stockpile in March),
“For retailers, the challenge is no longer simply driving volume growth, but winning in a structurally lower-growth, margin-pressured market. The winners are increasingly those using AI, personalisation and sharper value propositions to navigate polarised consumer demand while protecting profitability.”
Oliver Vernon-Harcourt, head of retail at Deloitte, said: “Consumers cutting back on fuel, paired with unseasonably cold weather, saw April’s monthly retail sales fall more than expected. This will be disappointing for retailers following the sales growth in March, albeit this was boosted by the earlier timing of Easter. A sharp rise in fuel prices during April, coupled with a weakening labour market, has intensified the pressure on household budgets.
“While headline inflation has fallen, this appears to be a temporary reprieve rather than a positive shift for consumer purchasing power. In the short-term, optimism among retailers feels unlikely, with inflation expected to increase, the housing market slowing and consumer confidence in flux. However, the longer days, warmer weather and major sporting events over the summer could provide a welcome boost to the retail sector.”
