According to the BRC KPMG retail sales monitor, total UK retail sales increased 3.6%, while non-food sales dropped by 1.5% on the quarter and remains in decline year-on-year.
Meanwhile, in-store non-food sales fell by 1.3% on a total basis since last year.
Paul Martin, UK head of retail at KPMG, said retailers faced a “disappointing December” as total sales growth year-on-year was only up by 1.7%.
“Christmas shoppers ditched clothing, jewellery and technology gifts, opting for beauty, health and personal care products, which, along with food and drink drove festive sales this year,” said Martin.
On “deep” promotional activity throughout the festive period, Martin said: “Whilst promotions are margin dilutive, retailers have done some great work in re-engineering supply chains to make them more cost effective, which has given more room to push ahead with discounting, and given the current environment, this is likely to stay with us for a while.”
Helen Dickinson, chief executive at BRC, said: “Sales saw a slight uptick in the week leading up to Christmas as consumers scrambled to purchase last minute gifts, particularly online, due to the wet weather.”
