Retailers across the UK have reported an underwhelming Black Friday period in 2025, as consumer caution ahead of the November budget weighed on spending.
According to the latest data from British Retail Consortium (BRC) and KPMG, total retail sales grew by just 1.4% year‑on‑year in November — the weakest growth in six months.
Subdued overall sales growth despite deals
The BRC-KPMG retail sales monitor shows non‑food retail barely budged in November, rising only 0.1% compared with a decline of 7.9% in the same month last year.
In‑store non‑food sales actually fell by 0.3%, while online non‑food sales modestly increased by 0.5%. BRC That brought the share of non‑food items bought online to 44%, its highest level since 2022.
Spending on food rose by 3.0%, yet that growth still lagged behind the 12‑month average of 3.6%.
Shopper caution linked to economic uncertainty
Leaders at BRC and KPMG pointed to “pre‑Budget jitters” as a key reason the Black Friday period did not give the anticipated boost.
Rising household costs and consumer nervousness about the wider economy appear to have dampened demand for discretionary spending, especially in non-essential categories such as fashion — which lagged behind other segments despite typical seasonal demand.
Though some categories such as computing and household appliances outperformed, the uplift was not enough to offset weak demand across most non‑food categories.
A shift toward online and implications for retailers
While overall Black Friday performance fell short of expectations, the data underscored a continuing shift toward online shopping. The rise in online non‑food sales and higher online penetration suggest e‑commerce remains central to retailers’ strategies.
Commenting on the results, BRC’s chief executive said many consumers “took advantage of promotions” but were cautious about broader spending — reflecting a challenging environment for retailers facing higher costs and economic unpredictability.
With the UK economy facing stretched household budgets, the weak Black Friday results may prompt retailers and policymakers to consider how to restore consumer confidence and support the sector heading into 2026.
