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BRC-KPMG Sales Monitor April - Slow start but strong finish

The latest BRC-KPMG Sales Monitor shows that the UK's April retail sales values were down 2.2% on a like-for-like basis from last year, when they had declined 3.3% on the preceding year.

On a total basis, sales were down 0.6%, against a 1.0% decline in April 2012.

Published today the monitor shows that growth was negatively impacted by the timing of Easter, which fell in April last year but in March this year. The 3-month total growth average, which irons out the Easter distortions, was 2.6%.

It remained above the long-term 12-month average, which continued on an uptrend to reach 2.5%.

Adjusted for Shop Price Index inflation at 0.4% in April, total retail sales declined 1.0% in real terms while the 3-month average showed growth of 1.6%.

Online sales were up 8.3% compared with April 2012, when they had risen by 9.0%.

Helen Dickinson, Director General, British Retail Consortium, said: "On the surface these are really poor figures but they're hiding another respectable month. The fact that the boost from Easter didn't fall in April this year hit food sales in particular. But, taking away the Easter distortion, this was actually a better month than March, especially for non-food sales."

"Wintry weather, followed by the arrival of sun, had a big influence on some retailers. Fashion sales were weak early in the month but that was almost entirely made up later when signs of spring arrived. While health and beauty gained both ways with strong sales of cold and flu remedies and then of bronzing and skin care products."

"There's a sense that people are more prepared to spend than they were but Chief Executives are telling me that's volatile. A convincing trend towards revival is hard to spot and competitive pricing is still critical to generating sales, despite the effect on margins and on retailers' ability to invest in offering customers new ways to shop."

"Essentially, so far this year, sales growth is a small and tentative step up on where it was in 2012 but when it will take the next step is not clear."

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