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Retail sales fall 0.3% in December amid "a tough trading environment"

ended 17. January 2025

Retail sales volumes are estimated to have fallen by 0.3% in December 2024, following a small rise of 0.1% in November 2024, according to official data published this morning. While clothing and household goods performed well, food sales were especially weak. Looking at the quarter, sales volumes fell by 0.8% in Quarter 4 (Oct to Dec) 2024 compared with Quarter 3 (Jul to Sept) 2024 but rose by 1.9% compared with Quarter 4 2023. Newspage asked retailers and retail experts for their views, below.

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Retail sales disappointed over the golden quarter, reflecting a tough trading environment. Cautious spending defined the festive season, slowing momentum in retail. Scars from the cost-of-living crisis saw fragile consumer confidence persist in December as shoppers adapt to higher prices, prioritising value during the Christmas period. Shoppers held out for promotions and turned to flexible payment options, including buy now pay later services, to stretch their budgets. Retailers that outperformed were nimble in response to demand and invested in omnichannel operations, supporting online sales growing ahead of store sales in December. With retailers typically operating on low single-digit margins, weak growth leaves little room for manoeuvre as employer tax increases loom. This will inevitably widen the gap between retailers who can invest in operational resilience and those that cannot afford to – risking higher prices, hiring freezes and store closures.”
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December’s retail sales data is nothing short of a disaster for the UK economy. Christmas is the make-or-break period for retailers, and a 0.3% fall in sales during what should be the busiest month of the year is a glaring red flag. The 0.8% quarterly drop cements the reality: consumers are either spent out or too nervous to spend, and the consequences for the wider economy are profound. While some categories like clothing and household goods managed modest gains, the collapse in food sales highlights just how deep the squeeze on household budgets has become. Retailers are battling rising costs, reduced consumer confidence, and an uncertain outlook—all while trying to deliver for customers. This reinforces the urgent need for a rate cut and for the Chancellor to rethink her economic strategy. Without swift action to stabilise the economy and boost spending power, the retail sector faces a bleak future. Policymakers must stop dithering—every delay risks deeper economic damage.
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Consumer are more planned about their purchases and better at controlling impulsivity. They are continuously starting their Christmas shopping earlier. This is driven by increased need for psychological control due to considerable socioeconomic uncertainty. In our Consumer Behaviour Trends 2025 Report we identify trends like Planning as Control. Emotional Shopping and Trust & Safety as some of the absolute basic drivers of consumer behaviour not just for the next year for years to come.