Retail sales volumes fell by 2.3% during April 2024 following a broadly flat February and March 2024.
However, ONS explained that more broadly, there was a 0.7% rise in the three months to April 2024 when compared with the three months to January 2024, mainly because of an exceptionally poor December 2023.
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Clothing retailers hit the hardest this April
Non-food stores’ sales volumes (the total of department, clothing, household and other non-food stores) fell by 4.1% in April 2024 which according to the ONS was the joint largest fall (shared with December 2023) since January 2021.
Within non-food, the fall in sales was strongest for clothing retailers, sports equipment, toy stores and furniture stores, with retailers reporting poor weather and low footfall as the main causes.
The ONS explained that this data is consistent with national retail footfall data from its economic activity and social change in the UK, real-time indicators bulletin, which also reported footfall reducing on the year.
The Met Office climate summaries described April 2024 as “a dull and wet month,” receiving 155% of average rainfall and just 79% of average sunshine hours.
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By GlobalDataOnline textile and apparel sales see a downward trend
Data shared by ONS highlighted that, while the actual amount of money spent online decreased in April 2024, compared to the previous month and the previous year, the proportion of overall sales made online increased.
Despite a decrease in total spending overall, the percentage of sales conducted online rose from 26.2% in March 2024 to 26.5% in April 2024.
However, online sales for textile, clothing and footwear stores decreased by 1%.
Industry experts: use AI for real-time data to transform customer service
Nick Delis, senior vice president of international and strategic business at software provider Five9, warned that many British consumers are still tightening purse strings amidst an ongoing cost-of-living crisis. He said this means retailers must give customers “exactly what they want, when they want it, across channels” to secure genuine long-term loyalty.
“Despite the fall in retail sales last month, there are many opportunities for retailers to look forward to this summer, as heatwaves in the UK this June could see shoppers flock to high streets to spend their hard-earned cash. In this climate, AI can be transformative in the customer service space, turning real-time data into real-time action – allowing brands to more easily create experiences that exceed customer expectations.”
Delis also explained generative AI-driven technologies analyse contextually rich data at speed, tracking recurrent issues with deliveries and returns: According to him, historical analysis of such data is particularly important when you consider that 89% of consumers are more likely to make another purchase after a single positive experience.
He suggests: “By leveraging AI-driven, data-rich insights, retail brands can empower themselves to take a proactive approach to their customer strategy over the summer sales season, getting one step ahead of the competition.”
