April Retail Sales Take a Rough Dip – A Bad Day for the Ruling Party
In the wake of a snap general election, the Government was probably hoping for some upbeat economic news. Instead, Australian‑style package delivery guru Parcelhero says the Conservatives will be left feeling a bit disappointed by April’s sharp drop in monthly retail sales.
Key Numbers at a Glance
- May said: -2.3% decline in retail sales volume from March to April.
- Year‑on‑year: -2.7% slump compared to April 2023.
- High‑street spending fell by -2.5% (excluding fuel) versus March.
- Online sales also slipped: -1.2% month‑on‑month and -1.5% year‑on‑year.
- Online’s share of total retail spending grew from 26.2% to 26.5%, reflecting the High‑street’s decline.
What the Experts Say
David Jinks, Head of Consumer Research at Parcelhero, put it plainly: “If the Government was hoping for some feel‑good headlines from a bustling High Street, it’s the opposite. The quantity of items we bought dropped by 2.3% in April. Clothing, sports gear, toys and furniture stores took the hit hardest.”
He added, “Not only did we buy less, but we also spent less. On the High Street, spending fell by 2.5% (excluding fuel). Online didn’t pick up the slack either – spending there fell by 1.2% month‑on‑month and 1.5% year‑on‑year. Even though online’s share increased, it was just a reflection of the High Street’s fall.”
Why the Drop Occurred
The Office for National Statistics (ONS) cites poor weather as the main culprit – a drizzly April with 155% of the average rainfall. However, rain alone wouldn’t explain why shoppers didn’t turn to the sofa for online purchases.
More concerning for a government chasing consumer confidence, the total amount we bought on the High Street is still down by -3.8% compared to pre‑COVID levels. Clearly, confidence hasn’t bounced back.
What’s Next
May’s retail sales figures will drop on 21 June, just two weeks before the general election. Prime Minister Rishi Sunak will be hoping for better numbers and a return of that feel‑good factor. If the current retail omens stay bleak, the prospects for another term could be looking shaky.
