Total discretionary sales, across fashion, homewares and lifestyle products, grew +3.4% in November as Black Friday failed to deliver meaningful growth, according to data from BDO’s High Street Sales Tracker.

November’s modest total sales figure increased compared to a weak base of -5.8% year-on-year.

In-store sales grew by just +1.3%, compared to -5.8% in 2024, sitting well below the rate of inflation meaning sales volumes were significantly down. While the week of Black Friday saw the lowest sales growth during the month, at just +0.38% above the same week last year. 

“While retailers may have thought that consumers were holding back until the budget, which was unhelpfully late in the Golden Quarter, the expected surge in Black Friday discretionary spending just hasn’t materialised,” said Sophie Michael, Head of Retail and Wholesale at BDO.

Sales growth was primarily driven by online sales, which increased by +9.9% compared to a negative -7.8% for the same month last year, reflecting the continued struggles of bricks and mortar stores to attract consumer spending, with online spend barely reaching 2023 levels.

“Black Friday failed to drive any meaningful sales growth for retailers or get shoppers spending in stores in November. Sales on the high street registered minimal growth, and while online sales performed better, retailers discounted heavily throughout November to generate these sales, which will have put further pressure on their margins,” commented Michael.

High food inflation was impacting discretionary spend said Michael with spending coming down to a “battle between feasting and gifting – will consumers prioritise filling their festive tables or buying gifts and filling stockings?”

Increased discounting would further erode tight margins and may still not be enough to get shoppers into stores as November’s figures, which captured demand driven by BFCM discounting, showed noted Michael.  

“The balance between being left with high levels of stock or driving profits down with be challenging. With one month to go, retailers have to be creative in how they engage with customers and attract spending in this competitive landscape where economic pressures are reshaping festive priorities.”