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Online clothing sales rise, but average basket size falls

Online clothing sales were up 32% month-on-month in November, which was the largest spike between October and November in the 14-year history of the IMRG Capgemini e-retail sales index.

Clothing sales were up 21% against the same month in 2013, according to the index, which tracks online sales data from more than 100 retailers in various industries including Asos, Debenhams, JD Williams, John Lewis and Schuh.

During the week that included Black Friday, which began on November 23, clothing sales increased 38% on the previous week. Tina Spooner, chief information officer at IMRG, said the growth was due to consumers becoming more confident in online shopping, combined with the focus retailers are increasingly placing on their online and multichannel offers.

However, the average basket size for clothing purchases was £61 in November, down 7% year-on-year. For overall retail sales, the average basket size was £78, which was a fall of 3% against the same month in 2013.

“The greater decline for the clothing sector suggests that the level of discounting on days such as Black Friday had an impact on overall spend and that there was more discounting going on in the clothing sector than other sectors,” said Spooner.

She added: “By product category, accessories continued to be the strongest performer in November, continuing a trend set earlier in the year. In the last week in November, sales of accessories soared by 95% week-on-week, while footwear increased by 62% and lingerie by 59%.”

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