October saw a decline in UK fashion sales as mild weather disrupted typical winter purchase patterns.
- The British Retail Consortium reported a modest 0.6% increase in overall retail sales year-on-year for October.
- Fashion sales were notably impacted compared to other sectors, with health and beauty remaining resilient.
- Factors such as late half-term timing and budget uncertainties also influenced consumer behaviour.
- Online non-food sales experienced slight growth, contrasting with the drop in in-store non-food purchases.
The month of October witnessed a contraction in fashion sales across the UK. As the British Retail Consortium (BRC) outlined, the milder than usual weather played a significant role in delaying consumer interest in purchasing winter apparel. This contributed to the modest overall retail growth of 0.6% year-on-year, significantly lower than the 2.6% increase observed in the same period of the previous year.
Fashion was particularly hard-hit amongst various retail categories, while sectors such as health and beauty saw continuous demand, with products like beauty advent calendars proving popular. Helen Dickinson, Chief Executive of the BRC, remarked on the situation, noting that the “good start to Autumn” was not sustained into October due to several factors, including the delay of the half-term break by a week.
In contrast to fashion, online non-food sales managed a year-on-year rise of 0.4% in October. This slight increase highlights the digital sector’s resilience, although in-store non-food sales fell by 1.2% over the three-month period ending in October.
The overall online penetration rate for non-food items increased, reaching 36.9%, which marks an uptick from 36.2% recorded in October of the previous year. This trend underscores a shift in consumer shopping habits, potentially exacerbated by external factors such as rising energy costs and budget anxieties, as noted by industry experts.
Linda Ellett from KPMG observed that despite a slowdown in retail growth compared to September, there remains optimism for a rebound in November. She cited Black Friday promotions and a postponed half-term as potential stimulants for a recovery in sales, emphasising the retail sector’s capacity to adapt and recover under challenging conditions.
The unexpected mild weather significantly influenced UK fashion sales in October, causing delays in winter purchases and impacting overall retail growth.
