Bigger discounts tempt ‘disengaged’ shoppers

Retail sales were boosted in October as stores offered bigger discounts to tempt “disengaged” shoppers into making purchases, according to a report.

Total sales increased by 0.6 per cent year on year last month, marking the best performance since April, the BRC (British Retail Consortium)-kpmg retail sales monitor said. However, a year earlier sales had increased more strongly, lifting by 1.3 per cent annually in October last year.

On a like-for-like basis, retail sales across the UK increased by 0.1 per cent year on year in October – the same as a 0.1 per cent increase in October 2018.

Helen Dickinson, chief executive of the BRC, said: “Retailers embarked on an extraordinary period of discounting this October as they tried to entice shoppers into making purchases. Fashion shops were particularly active, helping non-food return to growth for the first time since July.”

But she continued: “With Brexit still unresolved and a December election creating new uncertainties, retailers will be looking nervously at the months ahead.”

Paul Martin, UK head of retail at KPMG, said: “Growth of 0.1 per cent like for like in October would normally be little cause for celebration, but after several disappointing months any tiny hints of growth are most welcome.

“Retailers have clearly been peddling hard to win over disengaged shoppers.

“Aggressive promotion to move stock has seemingly benefited fashion sales, both on the high street and online.”