UK retail sales recorded modest growth in October as consumers delayed major purchases ahead of Black Friday. Stronger online sales and seasonal grocery spending provided some support, but weak non-food demand highlighted the challenges facing retailers before Christmas.
UK retail sales rose by 1.5% year on year in October 2026, as cautious consumers postponed major purchases ahead of Black Friday and the Christmas shopping season.
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According to the latest British Retail Consortium (BRC)-KPMG Retail Sales Monitor, growth was slightly below the 1.6% recorded in October 2025 but exceeded the three-month average of 1.2%. It matched the 12-month average of 1.5%.
The figures, covering the four weeks from 4 to 31 October, showed continued weakness in non-food spending. Food sales performed better, while online non-food sales grew despite a decline in physical stores.
Helen Dickinson, chief executive of the BRC, said October had been subdued as shoppers delayed spending ahead of Black Friday and Christmas.
Non-food sales stall ahead of Black Friday
Non-food retail sales were unchanged year on year in October, compared with growth of 0.1% in the same month of 2025.
This was slightly better than the three-month average decline of 0.1% but below the 12-month average increase of 0.2%.
Demand for expensive items, particularly furniture and large household appliances such as refrigerators and washing machines, remained weak as shoppers waited for November discounts.
Dickinson said these categories had performed badly as consumers anticipated Black Friday deals.
However, colder weather supported some seasonal purchases, with clothing, footwear and winter bedding recording stronger demand.
Linda Ellett, UK head of consumer, retail and leisure at KPMG, said sales of clothing and footwear had increased alongside purchases of household essentials such as duvets.
Despite these gains, higher living costs, uncertainty ahead of the UK government’s Budget and expectations of further discounts continued to limit overall spending.
Online retail sales outperform physical stores
Online non-food sales increased by 1.8% year on year in October, compared with no growth in the same month of 2025.
The increase exceeded both the three-month average of 0.8% and the 12-month average of 1.5%.
In contrast, in-store non-food sales fell by 1.1%, reversing the 0.1% increase recorded a year earlier. The decline was also steeper than the three-month average fall of 0.7% and the 12-month average decrease of 0.5%.
The proportion of non-food sales made online rose to 38.6%, from 38.2% in October 2025. This was also above the 12-month average of 38.2%.
The BRC attributed some of the stronger online performance to gloomy weather, which encouraged consumers to shop from home.
The figures highlight the growing importance of e-commerce as retailers prepare for the peak shopping season, although physical stores continue to account for most non-food sales.
Food sales benefit from Halloween spending
Food sales increased by 3.2% year on year in October, compared with growth of 3.5% in the same month of 2025.
The increase exceeded the three-month average of 2.7% and the 12-month average of 3%.
The school half-term holiday and Halloween helped support grocery spending, with demand for snacks and other seasonal products benefiting from Halloween falling on a Saturday.
Some households also increased purchases of cupboard staples following the UK government’s Be Ready campaign, which encourages people to keep essential supplies at home in case of emergencies.
Sarah Bradbury, chief executive of grocery industry organisation IGD, said October had brought some brighter signs for grocery sales, supported by half-term and Halloween spending.
However, she cautioned that the improvement did not signal a broader recovery in consumer confidence.
“The underlying mood remains cautious,” Bradbury said.
She added that grocery promotions could support spending during the festive period, although January could prove difficult for households facing continued financial pressures.
Household costs continue to affect spending
The October figures reflect the financial pressures facing UK consumers as retailers approach their busiest trading period.
Higher household costs, uncertainty over future finances and expectations surrounding the government’s forthcoming Budget have contributed to cautious spending.
Bradbury said shopper confidence had been fluctuating around zero for some time, with uncertainty likely to continue.
Concerns about inflation, energy bills and interest rates could also influence household spending into 2027.
For retailers, weak consumer confidence presents a challenge as they seek to attract price-conscious shoppers while managing rising operating costs.
Discounts and promotions are expected to remain important during the Christmas shopping season, particularly for consumers looking to manage household budgets.
Retailers look to Black Friday and Christmas sales
With Black Friday taking place on 27 November 2026, retailers will be hoping that purchases delayed in October translate into stronger sales during November and December.
Furniture, household appliances and other higher-value products could see improved demand as shoppers respond to promotional offers.
However, it remains unclear whether Black Friday will generate additional spending or simply shift purchases from October into November.
Dickinson said retailers were hoping that pent-up demand would lead to stronger spending during the final two months of the year.
She also warned that rising costs, including interest rates and energy bills, continued to affect both businesses and consumers.
The BRC has called on the UK government to reduce taxes and regulatory costs that it says make it harder for retailers to keep prices competitive.
Ellett also highlighted the importance of stronger festive sales in helping retailers offset increasing business costs.
October’s figures present a mixed picture for UK retail. Online growth and seasonal grocery spending provided some support, but flat non-food sales and declining in-store purchases pointed to continued caution among consumers.
Black Friday and Christmas trading will now provide an important test of whether delayed purchases translate into stronger retail sales before the end of the year.
