After a brighter summer for fashion retailers, clothing and footwear sales continued to rise in September, though at a gentler pace, as shoppers took a breather before the autumn season, according to the latest figures from the Office for National Statistics (ONS).
Overall retail sales volumes rose by 1.5 per cent in September – well above forecasts – with fashion maintaining modest growth. Clothing and footwear store sales increased by 0.1 per cent in-store and 1.5 per cent online, following stronger gains of 4.4 per cent in-store and 4 per cent online across the three months to September.
Despite slower momentum, the wider non-food category remained positive for the quarter, up 0.9 per cent. Electronics and jewellery were standout performers, with the former boosted by the new-term rush and the latter lifted by rising gold prices.
Marty Bauer, senior ecommerce expert at Omnisend, comments: “Retail sales picked up in September as cooler weather and early autumn promotions encouraged shoppers to open their wallets again. Many households remain cautious, but they’re still making room for essentials and planned purchases rather than cutting back completely.”
He added: “Jewellery sales saw a notable lift, reflecting the recent rise in the value of gold. In uncertain times, many consumers and investors see gold as a safe haven, and that sentiment appears to be filtering into retail. We’re also seeing the early stirrings of festive shopping, with people spreading out the cost of Christmas over a longer period this year.”
Online shopping continued to underpin overall growth, accounting for 28 per cent of total retail sales in September – up from 27.8 per cent the previous month.
Nicholas Hyett, investment manager at Wealth Club, comments: “Retail sales boomed in September – smashing expectations and rising 1.5 per cent. The steady increase in real wages, with pay rising faster than prices, is underpinning that growth, but it has still taken analysts by surprise. A strong result from non-store retailers suggests consumer confidence is returning.”
For fashion independents, the figures paint a largely positive picture. While growth eased after a buoyant summer, sales remained steady heading into autumn. With inflation easing and consumer sentiment showing signs of recovery, many retailers will now be pinning hopes on October and November’s key trading moments to build on the quarter’s gains.