THE Black Friday effect was slightly weaker than usual this year, according to official retail sales data published this morning by the Office for National Statistics, showing retail sales fell by 0.1% in November 2025 — despite Black Friday taking place on 28 November. Retail experts said the data reflects ongoing concerns among consumers about the cost of living and caution ahead of the Budget.
The November drop follows a fall of 0.9% in October 2025 (revised up from a 1.1% fall) and a rise of 0.8% in September 2025 (revised up from a 0.7% rise). Non-store retailers’ volumes dipped as demand for gold slowed, while supermarkets fell for the fourth consecutive month.
Meanwhile, the quantity of goods bought (volume) in retail sales is estimated to have risen by 0.6% in the three months to November 2025 compared with the three months to August 2025.
Clothing stores and computer and telecommunication retailers maintained a strong three-monthly performance. Furniture stores also rose following growth over the last five consecutive months.
Fragile sector
Nicholas Found, Head of Commercial Insights at Retail Economics, said the November retail sales data highlights how fragile the sector remains and the lack of confidence among consumers as a whole.
He continued: “While Black Friday was the month’s defining event, its impact was dampened by heightened uncertainty ahead of the Budget, with tactical and value-focused spending.
“Growth was narrow and selective, concentrated in fashion, beauty and home, and shaped by tight household budgeting rather than renewed confidence. Inflation eased in November as promotions delivered value for consumers, but easing price rises alone don’t change the wider picture.
“The cost of living remains the top concern for households, and retailers are now operating in an environment where wins increasingly come at a competitor’s expense.
“The real test for retailers is in the run-up to Christmas, as retailers attempt to convert promotions into profitable growth.”
Photo by Genesis Warner on Unsplash
