Regardless of an unusually warm second consecutive month, this year’s Halloween managed to add cheer to October retail sales.

According to the monthly survey conducted by KPMG and the British Retail Consortium (BRC), October sales remained unchanged like-for-like compared to last year’s results, with a 1.4% rise in total sales.

However, warm weather took a toll on September like-for-like sales, which showed a decline of 2.1%, with winter coats bearing the brunt.

The supermarket price wars caused food sales to fall from August to October, showing a total fall of 1.4% compared to last year; while registering a 0.4% average through the year.

Helen Dickinson, BRC director general, commented: "Retailers’ preparation around stocking items required for Halloween celebrations, such as costumes of characters from animation feature films for children, meant a significant year on year increase in Halloween related sales. Retailers have thought creatively about marketing solutions to incentivise sales of winter merchandise during the warmer weather. For example the use of analytics has enabled loyal customers to be offered targeted flash reductions with sale items being made available both in store and online."

Home accessories and furniture retailers stood as October’s best performers.

According to a comment made last month by an apprehensive British fashion retailer Next, continuous warm weather would slash its full-year profits by a huge £25 million.

David McCorquodale, KPMG head of retail, declared: "Retailers need a nippy November to help them sell their winter stock before the season is out."

Howard Archer, IHS Global Insight chief and UK economist, stated: "It will also be interesting to see if a substantial number of shoppers delay making their Christmas purchases in the hope that retailers will become increasingly generous as Christmas gets ever nearer."