Online sales accounted for one in every three pounds spent on non-food items in November, but Black Friday discounting failed to lure shoppers into stores.
Ecommerce made up 33.8% of all non-food sales in the month, up from 32.6% in November last year – an all time high, according to the British Retail Consortium (BRC) and KPMG’s Retail Sales Monitor.
However, overall sales were sluggish, increasing by just 0.5% year on year on a total basis, the lowest growth since April. BRC and KPMG said the discounting frenzy had failed to counter flagging consumer demand.
On a like-for-like basis, sales were down 0.5% in November compared with the same month in 2017.
Over the three months to November, non-food retail sales in the UK decreased by 1% on a like-for-like basis, and in-store sales fell 1.9%.
Sue Richardson, retail director of KPMG, said: “Aggressive promotional activity around Black Friday failed to lure shoppers. The benefit of the full weekend, including Cyber Monday, won’t be realised until next month, but it’s clear that growth remains elusive for many retailers.”