Spending stalls ahead of Black Friday

10/11/2026

Covering the 4 weeks from 4 – 31 October 2026

UK Total retail sales increased by 1.5% year on year in October, against a growth of 1.6% in October 2025. This was above the 3-month average growth of 1.2% and in line with the 12-month average growth of 1.5%.
Food sales increased by 3.2% year on year in October, against a growth of 3.5% in October 2025. This was above the 3-month average growth of 2.7% and above the 12-month average growth of 3.0%.
Non-Food sales were flat year on year in October, against a growth of 0.1% in October 2025. This was above the 3-month average decline of 0.1% and below the 12-month average growth of 0.2%.
In-Store Non-Food sales decreased by 1.1% year on year in October, against a growth of 0.1% in October 2025. This was below the 3-month average decline of 0.7% and below the 12-month average decline of 0.5%.
Online Non-Food sales increased by 1.8% year on year in October, against flat sales in October 2025. This was above the 3-month average growth of 0.8% and above the 12-month average growth of 1.5%.
The online penetration rate (the proportion of Non-Food items bought online) increased to 38.6% in October from 38.2% in October 2025. This was above the 12-month average of 38.2%.

Helen Dickinson, chief executive at the British Retail Consortium, said: “October was subdued for retailers, as shoppers delayed spending ahead of Black Friday and Christmas. Big ticket categories, such as furniture and white goods, performed badly as customers waited for November deals. Dreary weather meant online sales fared better, while cupboard staples saw a modest boost following Government advice for households to stock for emergencies. Halloween falling on a Saturday also helped drive spending on snacks, costumes and decorations.

“Retailers are hoping pent-up demand translates into stronger spending through November and December, as they work hard to deliver great choice and value for households this Christmas. But shoppers and businesses face mounting costs, including rising interest rates and energy bills, adding to the pressures already pushing up prices. Government must move faster to cut back the taxes and regulations making it harder for retailers to keep prices down.”

Linda Ellett, UK head of consumer, retail & leisure, 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. Nonetheless, growth will be welcomed by a retail sector that desperately needs to offset cost increases with some strong sales as the promotional and festive season gets into full swing.”

Sarah Bradbury, CEO, IGD, said: “Shopper confidence has been fluctuating around zero for some time, and that volatility looks set to continue. October brought some brighter signs for grocery sales, with half term and Halloween helping to drive spending, potentially supported by some households stocking up in response to the government’s Be Ready campaign. However, the underlying mood remains cautious. Uncertainty ahead of the Budget added to an already cautious mood in October, while shoppers remain pessimistic about their future finances. The prospect of higher energy costs, inflation and interest rates creates a challenging backdrop for 2027. Food and grocery promotions should help keep shoppers spending during the festive period, but we expect January to be a difficult month for many households.”