UK Online Retail Sales Report summary
December 2024
Period covered: Period covered: 29 September – 26 October 2024
3 minute read
Note: This report summary is one or two months behind the current month as standard reporting practice. The content is indicative only and incomplete with certain data undisclosed. Become a member to access this data or take out a free 30 day membership trial now.
Online performance
Online sales growth fell by xx% year-on-year (value, non-seasonally adjusted) in November, compared with a xx% rise in the same month last year.
Average weekly online sales totalled £xx, the highest since November 2023.
Key factors impacting performance this month include the timing of Black Friday, contrasting weather conditions, economic pressures, early festive spending and, to a lesser extent, the later timing of the school holidays:
Black Friday Timing: Black Friday’s late November date shifted much of its impact into December’s trading period. With the event coinciding with payday, there’s hope of a much-needed sharp bounce in the final month of the year.
Early Festive Spending: Some retailers launched early promotions, patricianly online, captured in November’s period. This was reflected in the online penetration rate reaching xx% in November, the highest rate since November 2023.
However, many shoppers waited for traditional Black Friday discounts, leaving November’s figures underwhelming across non-food categories.
Weather Impact: November presented a split weather pattern, with a mild, dry start that delayed seasonal purchases like winterwear.
This shifted mid-month with an arctic blast and storms, including Storm Bert, which disrupted footfall across high streets and retail parks pushing many consumers to shop online.
Economic Pressures: Rising energy bills and weak (but improving) consumer confidence constrained discretionary spending. Inflation reached xx%, an eight-month high, with clothing and recreational categories seeing notable price increases.
While wage growth outpaced inflation at xx%, real earnings gains remained modest, leading households to delay non-essential purchases.
Half-Term Timing: The later timing of the school half-term positively impacted November spending, having fallen in October a year ago.
Younger consumers dominate online
Over half (xx%) of shoppers plan to complete at least xx% of their Christmas shopping online, highlighting the continued shift towards e-commerce.
Younger shoppers (under 34) dominate online shopping, with xx% expecting to shop mostly online, reflecting their comfort with technology and preference for convenience.
In contrast, xx% of older shoppers (55+) prefer in-store shopping, valuing tactile experiences and traditional retail interactions.
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Proportion of online retail sales by category
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Source: ONS, Retail Economics analysis
