What: UK food sales grew 3.2% in October while in-store non-food sales fell 1.1%, with big-ticket categories weak as customers waited for November deals, according to the BRC-KPMG Retail Sales Monitor.

Why it is important: October's delayed big-ticket spending makes November and December the real test, as retailers count on pent-up demand arriving while shoppers wait for deals.

Total retail sales rose 1.5% year on year in October, according to the BRC-KPMG Retail Sales Monitor. That was above the three-month average of 1.2% and in line with the 12-month average. Food growth was above its three-month average of 2.7% and its 12-month average of 3%, while overall non-food sales were flat, against a three-month average decline of 0.1% and a 12-month average growth of 0.2%.

In-store non-food sales fell faster than their three-month average decline of 0.7% and their 12-month average decline of 0.5%. Online non-food sales rose 1.8%, above the three-month average of 0.8% and the 12-month average of 1.5%.

BRC chief executive Helen Dickinson said that big-ticket categories such as furniture and white goods performed badly as customers waited for November deals. She said dreary weather helped online sales, cupboard staples received a modest boost after government advice to stock for emergencies, and Halloween falling on a Saturday lifted spending on snacks, costumes and decorations.

Dickinson warned that rising interest rates and energy bills add to pressures already pushing up prices, and called on the government to cut taxes and regulation.

IADS Notes: Weaker big-ticket demand was already visible before October: UK retail sales growth slowed to 0.7% in the four weeks to August 29, as shoppers tightened spending on big-ticket items such as furniture and household appliances while smaller health and beauty purchases held up (Retail Week, September 2026). Weather has also shifted spending between channels. In June, the heatwave pushed online non-food sales up 5.1% while in-store activity weakened and big-ticket purchases struggled (Retail Week, July 2026). Cost pressure has built in parallel. The BRC shop price index reached 1.5% in August, its fastest pace in over two years, with energy costs lifting food prices and AI-driven chip demand lifting electronics prices (Reuters, September 2026), and European retailers looked ill-prepared to absorb a new energy price shock back in March (Reuters, March 2026). As a reference point for the Black Friday period, Landsec's UK outlet centres recorded sales up 8.1% and footfall up 8.6% year on year in Black Friday week 2025 (Fashion Network, December 2025).

UK shoppers delay spending in October ahead of Black Friday