Black Friday deals drive jump in UK retail sales

The Office for National Statistics (ONS) revealed that retail sales volumes increased by 1.3% in November.

Retail sales grew stronger than expected last month as shoppers snapped up Black Friday bargains and bought Christmas presents, according to official figures (PA) (PA Wire)

Retail sales grew stronger than expected last month as shoppers snapped up Black Friday bargains and bought Christmas presents, according to official figures.

The Office for National Statistics (ONS) revealed that retail sales volumes increased by 1.3% in November.

It was ahead of the predictions of economists, who had forecast 0.4% growth for the month.

The ONS also revised its data for October upwards, reporting that there was zero growth in retail sales after previously estimating a fall of 0.3%.

ONS director of economic statistics Darren Morgan said: “Retail sales grew strongly in November as heavy Black Friday discounting encouraged shoppers to spend.

“However, with the three-month trend continuing to fall and overall sales still below pre-pandemic levels, it’s still a challenging time for retailers.

“In the latest month, household goods retailers, clothing shops and department stores all reported robust sales, with computer stores, sports equipment, toy shops and cosmetics stores particularly benefitting from the impact of their Black Friday promotions.”

Retailers anticipate that consumers will be making a last-minute dash to their favourite stores in the final days leading up to Christmas

Helen Dickinson, British Retail Consortium

The data revealed that sales volumes at non-food stores, which include clothing and department stores, rose by 2.3% in November, increased from 0.2% in October.

Retailers said this was supported during the month by earlier Black Friday sales and sharp discounts to price as shops sought to attract more shoppers.

Households goods stores were among the strongest performers, with 3.5% growth, amid strong demand for furniture.

Meanwhile, food shops saw volumes increase by 0.8% for the month.

Supermarkets saw modest growth of 0.1%, with specialist food shops, such as butchers and bakers, reporting a very strong month, with growth of 8.5%, due to earlier Christmas shopping.

Helen Dickinson, chief executive of the British Retail Consortium, said: “Many retailers tried to give sales a needed boost in November by starting their Black Friday sales even earlier this year.

“Cosmetics and toiletries had another strong month as consumers continued to splurge on smaller indulgences.

“Retailers anticipate that consumers will be making a last-minute dash to their favourite stores in the final days leading up to Christmas.”