April saw UK total retail sales decrease by 3% YoY, against growth of 7% in April 2025, reports BRC-KPMG. Non-food sales decreased by 3.3% (by 4.0% in-store and 2.3% online), and the online penetration rate increased to 37.9%, from 37.4% in April 2025.
However, these figures were skewed by the timing of Easter this year (the run-up fell in March, not April). Taking March and April together, and comparing them with the same two-month period in 2025 (to account for the timing of Easter), UK total retail sales increased by 1.5% YoY.
Helen Dickinson, chief executive at the British Retail Consortium (BRC), says: “April’s sales fall was largely driven by the Easter shift, with food hit hardest. But weak consumer confidence also played a role as fears about the Middle East conflict driving up living costs led shoppers to rein in.
"Big-ticket purchases fell, with the recent recovery in furniture losing steam, and uncertainty around summer holidays hitting discretionary spend. With the World Cup coming, retailers hope it will provide a lift, and early signs show demand for TVs and sound systems picking up."
Linda Ellett, UK head of consumer, retail and leisure, KPMG, adds: “It was a disappointing April for the retail sector, even factoring in an earlier Easter shifting some spending into March. Bar marginal growth for beauty, health and jewellery, retail sales fell across all other categories.
“Consumer confidence has been further dampened by rising prices due to the Iran conflict, with consumers cautious about potential ongoing effects. As a result, the retail sector is facing a challenging start to spring/summer, but there is hope that holiday demand and the World Cup still manage to unlock spending in the weeks and months ahead.”
