Data: Black Friday gives needed boost to retail sales in November

On a total basis, retail sales increased by 5% in the four weeks from October 31 to November 27, 2021, as shoppers flocked earlier than ever to take advantage of Black Friday deals in the period. 

The 5% increase compares with a 0.9% uptick in November 2020 and above the three-month average (2.2%) and 12-month average (9.9%), according to the latest BRC-KPMG Retail Sales Monitor. 

Over the three months to November, food sales increased 0.1% on a total basis and fell 0.5% on a like-for-like basis – this was below the 12-month total average growth of 3.7%. For the month, food was in decline year on year. 

For the same three-month period, non-food retail sales were 3.9% on a total basis and increased by 0.9% like-for-like. 

In-store, non-food sales increased 30.5% over the three months to November in total and 22.2% on a like-for-like basis. Compared with pre-coronavirus levels, in-store non-food sales fell 5.1%. 

Online non-food sales, by comparison, decreased 17.9% during November, compared with the same period in 2020 when the UK was in lockdown. Online non-food sales increased by 18% compared with 2019. 

British Retail Consortium chief executive Helen Dickinson said: “While Christmas may or may not be getting earlier every year, Black Friday certainly is. The American holiday has now become a month-long affair in the UK, with deals spread over a longer period than ever before.

“As people prepared their wardrobes for the cold weather this winter, consumers took advantage of discounted clothing, shifting the focus of Black Friday from just electronics and household appliances. While ecommerce was significantly down on last year, when lockdown pushed more consumers online, it still remains almost one-fifth up on pre-pandemic levels, accounting for almost half of all non-food spend.

“Looking forward to Christmas, spending patterns suggest that sales could be more spread out than in previous years. Consumers, erring on the side of caution, are shopping for gifts earlier to get ahead of issues relating to shipping and transport.

“Meanwhile, retailers are doing everything they can to prepare stores, warehouses and deliveries ahead of Christmas, prioritising all the food and gifts that customers will need to enjoy the festive season.”