Retail Reality Check: The High Street’s Struggle vs. Online Surge
In April, shoppers spent 3.7% more on discretionary items overall, but the big hero was the online market. Behind the curtain, brick‑and‑mortar stores faced another tough month, according to BDO’s latest High Street Sales Tracker.
In‑Store Rhythm is Off‑Key
- Sales on the high street climbed only 2.3%, after a –1.7% dip the previous year.
- The numbers are still lagging inflation, meaning store traffic is shrinking rather than expanding.
- Homewares and lifestyle sections took a hit: –1.2% for lifestyle, while homewares only grew 0.9%—a modest rebound from last year’s –1.5%.
Spring Fashion: A Warm Throttle, Not a Full Throttle
April’s sunny mood nudged fashion sales higher, with a 5.2% rise on the shop floor. Yet the category still sits on a shaky foundation: the previous year’s April saw a steeper –8.3% drop, and the in‑store performance hasn’t yet bounced back.
Quoting the Credit‑Crunch Czar
Sophie Michael, BDO’s Head of Retail and Wholesale, summed up the vibe:
- “April looked good at first glance, but weather, Easter, and school holidays usually flash up sales. The big cloud is economic uncertainty—trade tariffs, rising costs, and the resulting hit on confidence.”
- “When wallets are tight, people cut back on luxuries like homewares and lifestyle. They’ll rather spend on family outings.”
- “Online retailers keep pushing growth, but high street shops are struggling to pull crowds back in.”
- “If retailers can’t rally shoppers, the long‑lasting great British high street might be hollowed out.”
- “New tactics are essential. Think pre‑loved fashion, the circular economy, and quick pivots to what actually works.”
- “Big trends threaten the old guard, but a steady pace and smart adoption will let retailers shift gears smoothly.”
Bottom Line—The Road Ahead
Retailers need to listen carefully to the shifting rhythm of consumer habits. With online sales dominating, brick‑and‑mortar stores must find fresh ways to entice foot traffic—whether that’s offering unique in‑store experiences or embracing the growing demand for sustainable choices.
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