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 the Office for National statistics.
Looking broader, sales volumes fell by 0.8% in the three months to November 2023 when compared with the previous three months.
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.
Food store sales volumes rose by 0.8% in November 2023, from an increase of 0.1% in October 2023.
Automotive fuel sales volumes rose by 0.6% in November 2023 as fuel prices fell.
Non-store retailing (predominantly online retailers) sales volumes rose by 0.2% in November 2023, following a rise of 0.5% in October 2023.
Stuart Chalmers, retail industry lead for UKI at Accenture, said: “After successive months of disappointing data, November’s rise in sales will bring some Christmas cheer for the sector. Reflecting growing consumer confidence, shoppers were back on the high street preparing for Christmas and taking advantage of Black Friday sales.
“The pre-Christmas uptick in sales will give retailers hope that another increase in December will follow, with gifts, partywear and festive treats in high demand, as businesses are pulling out the stops to tempt customers back after a challenging autumn trading period.
“High prices have continued to stifle consumer sentiment in 2023. Although there are signs of relief coming as we head into 2024, this Christmas may still be a year of stripped back celebrations for many. Retailers will need to focus on brand building and pricing strategies which will win and retain customers, such loyalty schemes or personalised discounts to tempt shoppers back – not just for Christmas, but for the new year and beyond.”
