BRC-KPMG Retail Sales Monitor December 2014

BRC-KPMG Retail Sales Monitor December 2014

UK retail sales declined by 0.4%, on a like-for-like basis from December 2013, when they had increased 0.4% on the preceding year.

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  • UK retail sales declined by 0.4%, on a like-for-like basis from December 2013, when they had increased 0.4% on the preceding year. On a total basis, sales were up 1.0%, against a 1.8% rise in December 2013. This is the slowest December growth since December 2008.
  • Adjusted for the BRC-Nielsen Shop Price Index, total growth was 2.6% (rounded), matching the December 2013 level, which was the highest since December 2009.
  • In December total Food sales grew for the first time since April. Over the last three months, Food showed a decline of 0.3%. The Non-Food performance was helped by the cyber-week and the end-of-season sales, particularly fashion.
  • Online sales of non-food products in the UK grew 7.0% in December versus a year earlier, when it had grown 19.2%. The Non-Food online penetration rate was 17.0%, up from 16.0% in December 2013.

Helen Dickinson, Director General, British Retail Consortium, said: “The figures for December show that the British public were in a shopping mood with total sales up one per cent on the same period last year. The Black Friday feeling continued into early December as customers bagged great deals on their Christmas gifts. The Boxing Day and End of Season sales also contributed to December’s positive performance.

“It’s also worth noting that this has been the best month for food sales since Easter with many of us opting increasingly for premium ranges for our festive fare.

“It’s clear that targeted discounting has worked for the UK’s retailers – prices have been cut just enough to encourage customers through the doors but not so much that sales growth has been completely choked off. In one of the most fiercely competitive retail environments in recent years, retailers will be encouraged by the fact their strategy for December appears to have paid off.”

David McCorquodale, Head of Retail, KPMG, said: “Extensive discounting disrupted the timing and rhythm of Christmas spending. Between Black Friday and Boxing Day retailers and consumers engaged in a three week dance, each waiting for the other to take the lead and as a result sales suffered.

"It’s now clear that Black Friday did pull festive sales forward into November, and this created a challenging lull in spending with consumers waiting for future bargains. This situation did not reverse until the week of Christmas. The launch of Boxing Day sales mixed with new season full price stock saw some phenomenal spending, with fashion retailers achieving double digit growth.

“The grocers had rather a commendable Christmas, given the persistent price deflation that has dogged the sector throughout the year.  Food sales reached a respectable level in December and the three month average has climbed to -0.3 per cent, from a low in September of -1.7 per cent.

“This difficult stop/start sales environment has been undoubtedly challenging, but most retailers have managed to achieve a flat, but respectable, sales performance this Christmas: time will tell on margins.

“2015 is likely to bring more of the same, and the big four grocers have already signalled they will cut prices to secure sales.  Non-food retailers will fare better, but whilst consumer confidence remains fragile, these too are vulnerable to shocks, be they political or economic.”

Food & Drink sector performance – Joanne Denney-Finch, Chief Executive, IGD, said: “After a challenging year, food and drink companies will be heartened to see modest year-on-year growth in December – especially as the prices of many food and drink items fell, making growth difficult to achieve.

“This gives cause for some cautious optimism in 2015, with shoppers also telling us they have a more positive outlook. A fifth of them (19 per cent) feel they’ll be better off in the year ahead, almost twice the amount who said the same in January 2011.”



Notes to Editors:

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 a ‘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 ONS weightings) 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 aggregation of data for the weighted ‘online’ figures has been performed by the BRC and KPMG for periods starting 25 November 2012 and equivalent prior year periods. Prior to that date, the online figures in this monitor refer to the unweighted non-food non store indicator, as published in the BRC-KPMG Retail Sales Monitor until July 2013.

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.

© Copyright  British Retail Consortium and KPMG (2014). The contents of this report and those of all ancillary documents and preparatory materials are the sole property of BRC and KPMG and are not to be copied, modified, published, distributed or commercially exploited other than with the express permission of BRC or for the purposes of journalistic comment and review. All rights reserved.


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The January 2015 Monitor, covering the four weeks 4 January – 31 January, will be released at 00.01am Tuesday 10 February 2015. 

The data is collected and collated 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. 

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.

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We work with consumers, companies and individuals across the chain to provide authoritative information, insight, thought leadership and leading edge best practice to help companies grow their business and develop their people.

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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