Share with your friends

BRC – KPMG Retail Sales Monitor April 2018

BRC – KPMG Retail Sales Monitor April 2018

April confirms down trend in non-food retail sales


Also on

Covering the four weeks 1  – 28 April 2018

·   In April, UK retail sales decreased by 4.2% on a like-for-like basis from April 2017, when they had increased 5.6% from the preceding year.

·   On a total basis, sales declined 3.1% in April, against an increase of 6.3% in April 2017, both distorted by the timing of Easter. This is below the 3-month and 12-month averages of 0.4% and 1.2% respectively and the sharpest decline recorded by our monitor since its inception in January 1995.

·   Over the three months to April, In-store sales of Non-Food items declined 3.8% on a Total basis and 4.9% on a like-for-like basis. This sets a record low since this measure began in January 2013. On a
12-month basis, the Total decline was 2.9%, another record low.

·   Over the three months to April, Food sales increased 1.7% on a like-for-like basis and 3.0% on a total basis. This is below the 12-month Total average growth of 3.5%, suggesting growth has peaked,
since inflation started to recede.

·   Over the three-months to April, Non-Food retail sales in the UK decreased 2.4% on a like-for-like basis and 1.6% on a Total basis, the lowest since March 2009. This is below the 12-month Total average decrease of 0.6%, itself the lowest since September 2009.

·   Online sales of Non-Food products grew 6.7% in April, against a growth of 10.3% in April 2017. This is below the 3-month and 12-month averages of 7.1% and 7.5% respectively. Online penetration rate
increased from 20.8% in April 2017 to 22.0% in April 2018.


Paul Martin, Head of Retail, KPMG comments:

“April’s figures show retail sales growth falling off a cliff, with sales down -3.1 per cent on last year, but we must exercise caution and remember that the timing of Easter makes meaningful month-on-month comparisons difficult. That said, the three-month average is more helpful to assess, but this too points to sales only growing modestly – these are indeed testing times for retailers!

“April saw all seasons rolled into one, from a dreary and wet Easter to more welcome sunny spells. Fashion sales received a much-needed boost, but otherwise the sales were disappointing for the rest of the high street.

“Online retail once again bucked the overall trend, with growth in all categories except toys and baby equipment. Like the high street, it was clothing and footwear that benefitted most.

“Retailers have got their work cut out to overcome seemingly endless obstacles, whether it be unpredictable weather or the introduction of new regulation, like GDPR. The upcoming months will provide a number of opportunities for retailers to drive sales and navigate this assault course, including Bank holidays, World Cup and of course the Royal wedding, although it is clear that trading will remain challenging.”


Helen Dickinson OBE, Chief Executive, British Retail Consortium comments:

“A drop in sales this April, compared to last, was almost inevitable given the earlier timing of Easter. With much of the spending in preparation for the Bank Holiday weekend falling in March this year, a record low in sales growth, in contrast to last year’s record high, does not come as a surprise. However, even once we take account of these seasonal distortions, the underlying trend in sales growth is heading downwards.

“The first glimpse of summer may have temporarily lifted clothing and footwear, but non-food sales overall continue to be weak. Consumers’ discretionary spending power remains under pressure and the reality is, that with only a gradual return to solid growth in real incomes expected, the market environment is likely to remain extremely challenging for most retailers.

“The retail industry is undergoing an unprecedented period of change the impact of which is being laid bare for us all to see across the nation's high streets. Retailers are reacting to this change to ensure it represents a positive reinvention of our industry, investing in technology and innovation and providing digital training to employees to improve the customer experience."


Joanne Denney-Finch, Chief Executive, IGD

“Although food and grocery sales took a dip in April, this is fully explained by the fluctuating date of Easter. Combining the last two months to remove this effect, reveals a slight increase on last year of just over two per cent.

“This was another solid result for the sector, especially given the drop in food inflation. Retailers will hope for a buoyant May, boosted by the royal wedding and presumably, some sunnier weather. However, shopper sentiment is finely balanced with 17 per cent intending to concentrate on making savings from their groceries versus 15 per cent intending to focus more on quality.”





For media enquiries:

Simon Wilson PR Assistant Manager, KPMG

T    0207 311 6651

M    0778 537 3397



Leonie Foster Media Relations Officer, BRC

T    0207 854 8924



Alexandra Crisp Senior Communications Officer, IGD

T   01923 857141

M  07590 183295



The BRC-KPMG Retail Sales Monitor measures changes in the actual value (including VAT) of retail sales, excluding automotive fuel. The Monitor measures the value of spending and hence does not adjust for price or VAT changes. If prices are rising, sales volumes will increase by less than sales values. In times of price deflation, sales volumes will increase by more than sales values.

Retailers report the value of their sales for the current period and the equivalent period a year ago. These figures are reported both in total and on  ‘like-for-like’ basis.

Total sales growth is the percentage change in the value of all sales compared to the same period a year earlier. The total sales measure is used to assess market level trends in retail sales. It is a guide to the growth of the whole retail industry, or how much consumers in total are spending in retail – retail spending represents approximately one-third of consumer spending. It is this measure that is often used by economists. Many retailers include distance sales as a component of total sales.

‘Like-for-like’ sales growth (LFL) is the percentage change in the value of comparable sales compared to the same period a year earlier. It excludes any spending in stores that opened or closed in the intervening year, thus stripping out the effect on sales of changes in floorspace. Many retailers include distance sales as a component of like-for-like comparable sales.

The like-for-like measure is often used by retailers, the city and analysts to assess the performance of individual companies, retail sectors and the industry overall, without the distorting effect of changes in floorspace.

Online (including mail order and phone) sales of non-food are transactions which take place over the internet, or via mail order or phone. Online sales growth is the percentage change in the value of online sales compared to those in the same period a year earlier. It is a guide to the growth of sales made by these non-store channels. It should be noted that online sales are still a small proportion of total UK retail sales. Estimates based on ONS figures show about 10 per cent of total UK retail sales (food and non-food) are achieved via the internet.

The responses provided by retailers within each sales category are weighted (based on weightings derived from the ONS Family Spending survey) to reflect the contribution of each category to total retail sales, thus making it representative of UK retail sales as a whole. Because the figures compare sales this month with the comparable period last year, a seasonal adjustment is not made. However, changes in the timing of Bank Holidays and Easter can create distortions, which should be considered in the interpretation of the data.

As well as receiving sales value direct from the retailers in the scheme the BRC-KPMG Retail Sales Monitor also receives food and drink sales value data from the IGD’s Market Track Scheme.

In its role as sponsor of the BRC-KPMG Retail Sales Monitor, KPMG is responsible for the aggregation of the retail sales data provided by the retailers on a weekly basis. This data consists of the relevant current week’s sales data and comparative sales figures for the same period in the prior year. The aggregation has been performed by KPMG on data for periods following 2 April 2000 and equivalent prior periods. The accuracy of the data is entirely the responsibility of the retailers providing it. The sponsorship role has been performed by KPMG since 10 April 2000 and the same for the aggregation of comparative sales figures for the period from 2 April 2000 it is not responsible for the aggregation of any data included in this Monitor relating to any period prior to 2 April 2000.

The commentary from KPMG is intended to be of general interest to readers but is not advice or a recommendation and should not be relied upon without first taking professional advice. Anyone choosing to rely on it does so at his or her own risk. To the fullest extent permitted by law, KPMG will accept no responsibility or liability in connection with its sponsorship of the Monitor and its aggregation work to any party other than the BRC. 

About KPMG in the UK

KPMG LLP, a UK limited liability partnership, operates from 22 offices across the UK with approximately 14,500 partners and staff.  The UK firm recorded a revenue of £2.2 billion in the year ended 30 September 2017. KPMG is a global network of professional firms providing Audit, Tax, and Advisory services. It operates in 152 countries and has 189,000 professionals working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity.  Each KPMG firm is a legally distinct and separate entity and describes itself as such.

© 2020 KPMG LLP, a UK limited liability partnership, and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative, a Swiss entity. All rights reserved.

KPMG International Cooperative (“KPMG International”) is a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. No member firm has any authority to obligate or bind KPMG International or any other member firm vis-à-vis third parties, nor does KPMG International have any such authority to obligate or bind any member firm.

Connect with us


Want to do business with KPMG?


loading image Request for proposal