// Black Friday discounts help drive up retail sales in November
// On a total basis, sales rose by 4.2% in the four weeks to November 26
Black Friday promotions have led to a rise in retail sales in November, as customers seek discounted goods amid rocketing inflation.
On a total basis, sales rose by 4.2% in the four weeks to November 26, against an increase of 5% in November 2021, according to the latest BRC-KPMG Retail Sales Monitor.
Food sales rose by 5.8% on a total basis and 5.5% in the three months to November, while total non-food retail sales remained flat and dipped 0.4% on a like-for-like basis, below the 12-month average growth of 3%.
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In-store sales of non-food items rose 2.2% on a total basis and 1.6% like for like.
Online non-food sales dropped 0.4% last month, against a decline of 17.9% in November 2021, while non-food online penetration rate dropped to 46.1% from 48.9% last year.
“Sales picked up as Black Friday discounting marked the beginning of the festive shopping season,” BRC chief executive Helen Dickinson said.
“However, 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.”
KPMG UK head of retail Paul Martin said: “Black Friday sales had provided a much-needed boost on the high street and online.
“Household appliances, footwear and furniture saw positive sales growth, both in store and online, as consumers sought out good deals on designer items and started to prepare for Christmas gatherings at home.
“However, some categories such as toys, computing and baby equipment have now seen several months of negative sales figures that even the festive boost has not been able to reverse.”
