As sponsor of the BRC-KPMG Retail Sales Monitor, KPMG is responsible for the aggregation of retail sales data which is provided by the retailers on a weekly basis. Relevant current week’s sales data and comparative sales figures for the same period in the prior year are included in the data.
BRC said the figures for online transactions include mail order and phone sales of non-food, which represent approximately 55% of total retail sales. The record proportion of online sales achieved this November represents 19.9% of the monitor’s total non-food sales figures. When online sales are excluded, the data show that other non-food declined in November. Online sales contributed 2.0 percentage points to the growth of non-food total sales. In the last three months, the contribution averaged 1.6 percentage points, over half of the total non-food growth.
Online sales of the Clothing segment increased the most since July, while online sales of Footwear rose significantly compared to October, reportedly as a result of colder weather and to mid-season sales.
The Health & Beauty category continued to show the fastest rate of online growth across all categories during last month and the Homewares segment also performed well in. Online sales of Furniture & Flooring continued to grow online in November this year, but at a slower pace than store sales.
Helen Dickinson, Director General, British Retail Consortium commented: “The proportion of goods bought online increased across all categories during the month, with clothing having a particularly strong showing.
“Faster delivery times and the growing popularity of Click & Collect means customers are ready to leave ordering online closer to Christmas with the confidence that their goods will still arrive on time.”
According to David McCorquodale, Head of Retail, KPMG, “Online sales will continue to soar in the run up to Christmas, reaching record heights in December, with transactions spiking on Mega Monday when the last day for guaranteed delivery before Christmas falls due.”