Retailers suffer โ€˜drabโ€™ Christmas as shoppers shun gifting for sales โ€“ figures


Retailers suffered a โ€œdrabโ€ Christmas as shoppers shunned gifting to hold out for the Boxing Day and January sales, figures suggest.

Total UK retail sales were up 1.2% year-on-year in December โ€“ well below last Decemberโ€™s growth of 3.2% and the 12-month average of 2.3%, according to data from the British Retail Consortium (BRC) and KPMG.

Non-food sales fell by 0.3% on last December, against growth of 4.4% last Christmas and below the 12-month average growth of 1.1%.

Food sales were up 3.1%, but even this was on the back of ongoing inflation and below the 12-month average growth of 3.7%.

BRC chief executive Helen Dickinson said: โ€œIt was a drab Christmas for retailers, as sales growth slowed for the fourth consecutive month.

โ€œWhile food sales rose on the back of ongoing food inflation, non-food sales fell flat in the run-up to Christmas, with gifting items doing worse than expected.

โ€œMany people were clearly holding out for discounts, with the last week showing significant growth off the back of Boxing Day and beginning of the January sales.โ€

Ms Dickinson said: โ€œThese figures show that consumer spending remains cautious, with households squeezed by the rising cost of living.

โ€œNow is the time to support struggling families with the cost of food and essentials and give the economy the boost it needs.

โ€œFrom business rates to the implementation of the Employment Rights Act, there are plenty of opportunities for government to mitigate costs for retailers and prices for customers.โ€

Linda Ellett, UK head of consumer, retail and leisure at KPMG, said: โ€œWhile there are individual festive success stories among retailers, retail sales largely froze in December.

โ€œIt remains a challenging time for retailers, with consumers cutting back on spending due to higher household bills and any discretionary spend is being prioritised, particularly toward holidays and home improvements.โ€

Separate figures for Barclays shows consumer card spending fell by 1.7% year-on-year in December โ€“ the greatest decline since February 2021 as consumers combatted rising costs by making and planning cutbacks.

Despite confidence in household finances rising to 66% from 64% in November, consumers reported increasing concern about food prices and general inflation, rising to 86% and 85% respectively.

More than half of those polled (56%) said they intended to cut discretionary spending, focusing on clothes and accessories (48%) and restaurant meals (47%).

Jack Meaning, chief UK economist at Barclays, said: โ€œThese numbers suggest 2025 ended with a whimper, following the slowdown we saw define last year.

โ€œHowever, we expect inflation to ease significantly in the first half of 2026, which, alongside a further easing of interest rates, should provide consumers with respite, unlocking real spending power.

โ€œIf the tentative signs of improving confidence can last beyond the New Year, then UK activity could strengthen as the year goes on.โ€

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