‘Seasonal’ mode, football fever push food sales in November: BRC

Shoppers’ recognisable ‘seasonal’ mode along with football fever pushed food sales in November, shows latest figures, sales growth remained far below current inflation. 

According to figures by British Retail Consortium (BRC), food sales increased by 5.8 per cent on a total basis and 5.5 per cent on a Like-for-like basis. This is above the 12-month Total average growth of 2.2 per cent.  

Overall, UK retail sales increased 4.1 per cent on a Like-for-like basis from November 2021, when they had increased by 1.8 per cent. Non-Food retail sales remained flat. 

Reacting to the figures, Helen Dickinson OBE, Chief Executive at British Retail Consortium. Stated that sales picked up as Black Friday discounting marked the beginning of the festive shopping season though sales growth remained far below current inflation, suggesting volumes continued to be down on last year.  

“As the weather began to turn, customers were quick to purchase winter warmers, such as coats, hot water bottles, and hooded blankets. Black Friday discounts also boosted sales of home furnishings as many households traded big nights out for budget nights in. 

“Despite facing huge cost pressures, retailers are doing all they can to keep prices affordable for all their customers. But, the cost-of-living crisis means many families might dial back their festive plans. Yet, with three weeks to go, there is still plenty of time for the Christmas cheer to bring sales home this Christmas.” 

Commenting on the performance of food and drink sector, Susan Barratt, CEO at IGD, stated that with inflation still driving accelerating top-line growth, the UK market continued to see real terms decline in November. However, that decline has slowed versus October with shoppers shifting into recognisable ‘seasonal’ mode as November wore on, while some additional demand also emerged as the World Cup got underway at the end of the month. 

“Shopper trust in the industry to maintain good availability of food and groceries dropped to its lowest ever level in November. Well-publicised availability challenges in eggs and poultry may have influenced this decline. Indeed, importance of animal welfare when choosing what to buy dropped to its lowest level since our record began in 2017, as shoppers were forced to choose to go without or buy a product with lower welfare standards,” Barratt said.