Black Friday caused Christmas sales to suffer, figures show

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15th January 2015 12:46 - Retail

Figures, which were published in the BRC-KPMG Retail Sales Monitor, have highlighted the impact that Black Friday had on December’s retail sales last.Black Friday caused Christmas sales to suffer, figures show

It can be seen in the figures that Christmas sales were brought forward into November as a result of Black Friday, as the Retail Sales monitor indicates a decline of 0.4 per cent in like-for-like sales in December.

On the other hand, it can be seen that food sales increased for the first time since April of 2014.  However, over the past 3 months, food sales decreased by 0.3 per cent.

Sales of non-food products grew by 2.9 per cent in the last three months. These findings have been attributed to the success of cyber week and the end-of-season sales.

In December, online sales of non-food items increased by 7 per cent compared to 2014’s figures.

KPMG’s head of retail, David McCorquodale claimed: "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."

He went on to explain: "It's now clear 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 percentage growth."

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