UK retail sales increased by 1.5% year-on-year in October, as consumers held back on spending ahead of Black Friday and the Christmas trading period, according to the latest figures from the British Retail Consortium (BRC) and KPMG.
The increase was in line with the 12-month average, but non-food sales remained flat compared with October last year. This was slightly better than the 0.1% decline recorded over the previous three months, but below the 0.2% average growth seen over the past year.
In-store non-food sales fell by 1.1%, while online non-food sales increased by 1.8%. Online sales also accounted for a greater proportion of non-food purchases, with the online penetration rate rising to 38.6%, up from 38.2% in October 2025.
The BRC said spending was subdued as shoppers delayed larger purchases, particularly in categories such as furniture and white goods, in anticipation of Black Friday discounts.
However, purchases of clothing and footwear grew during the month, alongside demand for seasonal items such as duvets as colder weather arrived.
Linda Ellett, UK Head of Consumer, Retail & Leisure at KPMG, said: “Clothing and footwear purchases grew in October, along with cosy essentials like duvets, as temperatures lowered and storms finally blew in the start of autumn and winter season for retailers.
“But with consumers facing higher household costs, caution ahead of the Budget, and some waiting for Black Friday deals, overall sales growth was modest.”
Helen Dickinson, Chief Executive of the BRC, said retailers were hoping that pent-up demand would translate into stronger spending during November and December.
“October was subdued for retailers, as shoppers delayed spending ahead of Black Friday and Christmas,” she said. “Big ticket categories, such as furniture and white goods, performed badly as customers waited for November deals.”
Food sales increased by 3.2% year-on-year, compared with growth of 3.5% in October 2025. The BRC said Halloween falling on a Saturday helped drive spending on snacks, costumes and decorations, while some households also increased purchases of cupboard staples following Government advice to prepare for emergencies.
Dickinson warned that retailers and consumers continued to face mounting costs, including rising interest rates and energy bills, which could put further pressure on spending and prices.
The figures cover the four weeks from 4 to 31 October.