Online drives early Christmas shopping

Clothing and footwear retailers performed well in November, due to the demand for warmer clothing and partywear, according to the BRC-KPMG Retail Sales Monitor. The report showed that with the arrival of cooler temperatures, fashion had

a much better month than in October, and that all categories of clothing enjoyed strong sales online, while stores also posted an improved performance. Footwear topped the performance table, while clothing came in second, and all categories were helped by mid-season sales, as well as the general feeling that shoppers were more willing to treat themselves this year.

Casualwear, dresses, knitwear and outerwear all sold well, as did Christmas jumpers, onesies and partywear for children. While footwear was driven by the men’s segment and sport styles, as well as casual boots.

British Retail Consortium director general Helen Dickinson said: “After a slow start, November growth picked up in a big way in the final week, when the one month countdown to Christmas coupled with falling temperatures saw many of us making a start on seasonal spending.

“This trend was particularly evident on the non-food front, where clothing and footwear were star performers after a disappointing run of results, thanks to growing interest in winter clothes and partywear.”

Clothing and footwear performed well in November

Online clothing sales also delivered their best growth since July during November as e-commerce contributed to half of the growth seen across the non-food sector. In November, online sales of non-food products increased by 16 percent in the UK, compared to the same month last year when they had grown 7.5 percent.

Across the total retail sector sales were up 0.6 percent on a like-for-like basis from November 2012, when they had increased 0.4 percent on the preceding year. On a total basis, sales were up 2.3 percent, against a 1.8 percent increase in November 2012.

The three month average total growth was 2.4 percent against 2.7 percent for the 12-month period, indicating a recent slowdown.

David McCorquodale, head of retail, KPMG, added: “It remains tough out there on the high street, with sales slow but growth steady. Shoppers are playing a waiting game and delaying purchases for as long as possible in the hope of securing a discount.”

Image: Asos Christmas jumper