BRC-KPMG: 11.8% year-on-year growth for online sales in November

Online sales of Non-Food products in the UK grew 11.8% in November versus a year earlier, when they had risen by 12.0% over the previous year. November's online sales performance was in line with its 3-month average of 11.9% and was just ahead of its 12-month average of 11.6%.

- In November 2015, Online sales represented 22.4% of total Non-Food sales, against 20.3% in November 2014, meaning 1 in 5 pounds was spent online. This is the highest penetration since the inception of this monitor in December 2012, indicative of the popularity of online shopping ahead of Christmas and during the Black Friday sales.

- Household Appliances achieved its fastest growth since our records began in November 2014 and its highest penetration rate, at 40.8%. Similarly, Health & Beauty reached its strongest penetration rate on record, at 8.0%.

- Online sales contributed 2.7 percentage points to the year-on-year growth of Non-Food total sales in November, while stores made a negative contribution.

Helen Dickinson, Chief Executive, British Retail Consortium, said: "Online was an attractive place for shoppers this November with the highest penetration rate on record at 22 per cent, edging closer to people spending £1 in every £4 online across non-food categories. Retailers worked hard to offer attractive targeted Black Friday promotions, which were often extended across several days, as well as enhancing the customer experience by improving website performance, offering user-friendly apps and improving order delivery services. Customers had access to an array of offers, with many retailers personalising their website offerings such as granting loyal customers early access to sales. We spent heavily on household appliances online with the category also seeing its highest penetration rate on record at an impressive 40 per cent. The success of November's online sales will encourage customers to continue to shop across channels in the run-up to Christmas."

David McCorquodale, Head of Retail, KPMG, said: "As some retailers sought to play down the stampede of Black Friday and put fighting in the aisles behind them, the consumer too shied away from the High Street to click into Christmas from the phone or tablet. This year's was certainly an online Black Friday, which drove penetration levels to an all-time high of 22.4 per cent.

"Retailers will delight in systems that were able to withstand the peak demand but will yet have to count the cost of meeting delivery deadlines and handling returns next month before they know if this has been a profitable venture or a giveaway gesture."

Source : BRC
www.brc.org.uk/brc_news_detail.asp?id=2905