Retail sales volumes (quantity bought) are estimated to have risen by 1.2% in April 2025. This follows a rise of 0.1% in March 2025, the latest figures from the Office for National Statistics reveal.
Food store sales volumes grew strongly in April 2025, which retailers attributed to the good weather.
Sales volumes rose by 1.8% in the three months to April 2025, when compared with the three months to January 2025.
Oliver Vernon-Harcourt, head of retail at Deloitte, said: “The retail sector has seen surprisingly strong growth since the start of the year, with April’s retail sales results representing the fourth consecutive month of higher than expected growth. The combination of the long Easter weekend, and a sustained period of good weather, has boosted shoppers’ sentiment and encouraged spending – especially in the DIY and home related categories.
“While consumer confidence remains somewhat fragile, rising wages and lower mortgage rates have improved household finances, but inflationary pressures persist. Previous economic challenges have also left shoppers more nervous, and emerging global economic uncertainties will be the litmus test to both the sector and consumers’ resilience.
“Looking ahead, with two May bank holidays and the lasting warm weather, retailers will hope the positive spending trend continues. Consumer spending will likely increase as socialising and enjoying the outdoors fuels spending on food and entertaining.”
Silvia Rindone, EY UK&I retail lead, comments: “April provided a much-needed boost for retailers, as favourable weather conditions and the Easter holidays contributed to notable sales growth. Retail sales volumes continued their upward trajectory and saw a rise of 1.2% in April, according to the latest ONS data.
“Food store sales volumes saw a significant increase, rising by 3.9% in April, rebounding from contractions in February and March, as consumers bought food for family gatherings during the Easter holiday. Conversely, sales volumes at non-food stores, which includes department, clothing, and household goods stores, fell by 0.7% after experiencing significant growth the previous month.
“Retail sales in April have helped to mitigate the difficulties faced in the first quarter. This offers retailers some relief and indicates the beginning of a recovery of consumer sentiment and spending
“In addition to rising wage costs and national insurance contributions taking effect in April, retailers are now navigating the impact of US trade tariffs, adding another layer of complexity to their operations and making forecasting even more challenging. Businesses will need to continually assess and adapt to the impact of tariffs on global supply chains and ensure they have contingency plans to address growing production costs, pricing changes and shifting market competitiveness.
“Looking forward, the latest EY Future Consumer Index found that consumers are prioritising value over brand loyalty. Retailers must ensure they address this shift in sentiment to ensure they have the right proposition for their customer base. Private label, or ‘own brand’ goods will continue to play a significant role in achieving this and ensure retailers are better positioned to thrive in the current market.
“Retailers will need to maintain agility and focus on customer-centric strategies to navigate the evolving economic landscape effectively.”
Sagar Shah, associate partner at McKinsey & Company comments: “Retail sales bloomed in April, lifted by warmer weather and Easter festivities. This 1.2% growth was the fourth consecutive month that sales volume grew, making it the largest three-monthly rise since July 2021. A notable trend that could be an early sign of consumer sentiment picking up.
“Household goods performed well with a 2.1% increase in sales volumes, as shoppers took advantage of the sunshine to spruce up homes and gardens. Other categories, like food sales grew by 3.9%, boosted by families coming together for Easter.
“The trend in retail sales should be tempered by the renewed inflationary pressures, which could cast a long shadow over spending. Retailers should now consider how they should respond to inflationary pressures. Refining pricing strategies, rethinking their growth playbook, and reworking promotions, are all actions they can take to capture new pockets of growth.”
