Retail sales growth subdued as shoppers hold out for Black Friday deals
UK total retail sales rose by 1.5% year-on-year in October, although big ticket items suffered as shoppers put off making major purchases until the Black Friday period.
According to new figures from the British Retail Consortium (BRC), this compares to growth of 1.6% in October 2025.
Subscribe to TRBFood sales increased by 3.2%, against growth of 3.5% a year earlier, while non-food sales were flat, versus growth of 0.1% in October 2025. In-store non-food sales fell by 1.1%, while online non-food sales rose by 1.8%.
The BRC’s figures also show that the online penetration rate, the proportion of non-food items bought online, rose to 38.6% from 38.2% a year earlier, and was above the 12-month average of 38.2%.
Helen Dickinson, BRC chief executive, said: “October was subdued for retailers, as shoppers delayed spending ahead of Black Friday and Christmas. Big ticket categories, such as furniture and white goods, performed badly as customers waited for November deals.
“Dreary weather meant online sales fared better, while cupboard staples saw a modest boost following Government advice for households to stock for emergencies. Halloween falling on a Saturday also helped drive spending on snacks, costumes and decorations.
“Retailers are hoping pent-up demand translates into stronger spending through November and December, as they work hard to deliver great choice and value for households this Christmas.
“But shoppers and businesses face mounting costs, including rising interest rates and energy bills, adding to the pressures already pushing up prices. Government must move faster to cut back the taxes and regulations making it harder for retailers to keep prices down.”
