Analysis: April Retail Sales Monitor, sector by sector

Food – down

Food was the main category to suffer from an earlier Easter, as the negative performance in the sector was driven by the distortion, alongside the continuing price war. But putting aside the positive and negative distortions in March and April, total food sales grew 0.4% during the three months to April, a marked improvement following a 0.6% decline over the previous 12 months.  

Clothing – up

After a slow Autumn/Winter season, the sunniest April on record helped clothing and footwear sales bounce back strongly last month. Footfall surged and was a “pleasant surprise” according to the BRC-KPMG, but the main driver behind the sales growth was a solid conversion rate of shoppers, while online sales also grew. Womenswear was the best performing section, with denims and blouses proving particularly popular. Childrenswear declined “naturally” due to fewer school holidays falling in April as a result of the earlier Easter.    

Footwear – up

Footwear was the second fastest growing sector in April as the sunshine drove sales of sandals, canvasses and ballerinas. In-store and online sales both improved and the growth was achieved with less promotional activity than was seen in the sector last year.

Health and beauty – up

Against an “easy comparable period” from last year, health and beauty displayed good growth in April. As was the case with footwear retailers, stores achieved growth despite fewer promotions, which meant margins were not compromised. The sunnier than usual weather again had a positive impact, with suncare and bronzing products flying off the shelves.

Furniture – down

Having come up against a tough comparable from April last year, which was created by the inclusion of Easter, furniture was predictably one of the worst performing categories during the period. Following a four month climb in the GfK’s Climate for Major Purchase Index, the rating fell from 9 in March to 6 in April.

House textiles – down

Like furniture, sales of house textiles fell as expected during April. But the drop was neither a surprise nor a concern for retailers in this sector.  

Home accessories – up

Despite the absence of the Easter weekend this April, home accessories bucked the trend set by furniture and house textiles, turning in a period of sales growth.

Household appliances – up

As was the case with other home categories, appliances suffered in April due to the earlier Easter period, but still turned in a period of growth.  

Toys and baby equipment – up

This sector continued to display “strong” growth. Its consistent performance has made it a contender to be the top performing category across the year, when the 12-month rankings are compiled later this month.

Jewellery and watches – up

Consumers appeared to designate more cash to luxury purchases during April as sales of jewellery and watches surged to become the top performing category during the month.

Other non-food – down

Electricals and electronics failed to deliver growth, while leisure goods including games, books, CDs and DVDs also suffered due to the timing of Easter and less half-term time for schoolchildren. D and gardening was also expected to suffer from the absence of Easter, but dry and sunny weather offset this to drive sales of gardening products.