Black Friday discounting fails to drive sales

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Black Friday Office for National Statistics ONS
The ongoing Brexit uncertainty has been blamed for the poor sales figures
// Official figures have charted the longest run of falling retail sales since at least 1996
// Black Friday discounting failed to attract shoppers
// Non-food sales also weighed on the retail sales’ poor performance

New research has found that retail sales are growing at their weakest annual rate since October 2017 despite steep discounting on the high street.

Black Friday discounting failed to attract shoppers, as sales fell 0.6 per cent during November – making it the fourth monthly decline in a row, the Office for National Statistics (ONS) reported.

Official figures have charted the longest run of falling retail sales since at least 1996.


READ MORE: Expected Christmas footfall surge delayed by Black Friday


Meanwhile, the ONS non-food sales weighed on the retail sales’ poor performance, with only the household goods sector showing any growth.

The figures meant consumers are being careful in their spending despite the heavy discounting on the high street since September.

The ongoing Brexit uncertainty has been blamed for the poor sales figures at a time when the high street continues to battle higher costs from minimum wage rules, business rates and rents.

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