BRC-KPMG Online Retail Sales Monitor November 2014 - Black Friday and the rest of November

BRC-KPMG Online Retail Sales Monitor November 201...

The three-month average contribution of online to Non-Food growth exceeded that of stores for the third consecutive month, achieving another all-time record proportion outside of December.

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  • Online sales of Non-Food products in the UK grew 12.0% in November versus a year earlier. In November 2013, online sales rose by 16.0% over the previous year.
  • In November online sales represented 21.0% of total Non-Food sales of our Monitor, against 19.6% in November 2013. This is the highest penetration rate recorded since our monitor started in December 2012.
  • Health & Beauty and Household Appliances were the fastest growing categories online in November. The month was lacklustre but ended on a strong note due to a very successful Black Friday.
  • Online sales contributed 1.7 percentage points to the growth of Non-Food total sales in November. The three-month average contribution of online to Non-Food growth exceeded that of stores for the third consecutive month, achieving another all-time record proportion outside of December.

Helen Dickinson, Director General, British Retail Consortium, said: "This month brings fantastic news for retailers who have worked hard on their online presence, as the online penetration rate of non-food sales is at an all-time record. Every £1 in £5 of non-food purchases is spent online. Online sales are also contributing a larger proportion of growth to non-food sales compared to in-store.

"Black Friday was the retail event of the month and retailers offered consumers impressive discounts both online and in-store. The high volume traffic to websites meant that consumers also bought a large amount of full priced items and not just those on sale. Online sales growth was good for the month but there may have been a distortion caused by Black Friday with consumers delaying purchases until the end of the month in the hope of grabbing some bargains."

David McCorquodale, Head of Retail, KPMG, said: "Online orders reached record breaking penetration levels this November, as shoppers snapped up a bargain in the Black Friday sales.

"However, retailers’ online systems have been tested and some have been found wanting. The sheer weight of consumer demand caused some websites to buckle under the pressure and these retailers need to sort this capacity issue out and quickly or face losing sales to competitors with more robust systems.

"Online sales will help to drive growth for retailers this Christmas and are a crucial element of their overall strategy."

- ENDS - 


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The December 2014 Monitor, covering the five weeks 30 November – 3 January, will be released at 00.01am Tuesday 13 January 2015. The data is collected for the BRC by KPMG.

The British Retail Consortium (BRC) is the UK's leading retail trade association. It represents the full range of retailers, large and small, multiples and independents, food and non-food, online and store based.


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About KPMG

KPMG LLP, a UK limited liability partnership, operates from 22 offices across the UK with approximately 11,500 partners and staff. The UK firm recorded a turnover of £1.8 billion in the year ended September 2013. KPMG is a global network of professional firms providing Audit, Tax, and Advisory services. It operates in 155 countries and has 155,000 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.

Detailed weekly data by category is available to retailers who contribute to the monitor:

If you would like to participate in the Retail Sales Monitor, please contact:

Anne Alexandre

T: 0207 854 8960


This article represents the views of the author only, and does not necessarily represent the views or professional advice of KPMG in the UK.

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