Analysis: March Retail Sales Monitor, sector by sector

Food – up

Food has experienced a tough time of late due to deflation but experienced its best performance since July 2013 as it was helped by the week leading up to Easter falling in March. This positive Easter distortion was further boosted by the Easter weekend falling just after payday.

Clothing – up

Clothing sales were subdued within the women’s segment as cooler weather than last year made Spring/Summer ranges less appealing. However, this was offset by shoppers buying more full-price items and a strong childrenswear performance, which was boosted by the school holidays and the lead-up to Easter.

Footwear – up

Footwear was the slowest growing category in March as it came up against record growth in the year before. Sales of sandals and flip flops did impress though as shoppers began to fill their summer wardrobes.

Health and beauty – up

This was another slow growing category, but health and beauty still had a “decent” month against strong comparables in 2014. Skincare was the star performer in the sector following successful Mother’s Day events.

Furniture – up

Only food contributed more to overall retail sales growth than the furniture market during March. The GfK’s Climate for Major Purchase Index reached its best level since January 2007 as big-ticket purchases continued to experience a revival.

Home accessories – up

‘Seasonal’ lines drove a “very strong” period for home accessories retailers, as Easter-related products outperformed cooking and dining.

House textiles – up

House textiles grew well during March, albeit against a weak comparable last year.

Toys and baby equipment – up

The category maintained its place as the top performing retail sector in terms of sales, driven by “robust” performance from nursery items.  

Household appliances – up

The category again benefitted from strong sales of small domestic appliances, but tablets and TVs suffered. The BRC and KPMG said this was down to a “maturing of the market” and a “lack of affordable information” respectively.

Jewellery and watches – up

This was another category to benefit from Mother’s Day, as jewellery and watches flew off the shelves ahead of the event.

Other non-food – up

Tablets suffered from the maturing of the market and TVs from a lack of affordable innovation.

Books performed “strongly”, again helped by the positive impact of both Easter and Mother’s Day falling during the month, but gaming struggled in the leisure goods sector.

Colder weather compared to March 2014 didn’t help the DIY and gardening sector, but it still reaped rewards from an early Easter.