Covering the four weeks 1 January – 28 January 2017

  • Online sales of Non-Food products in the UK grew 8.0% in January versus a year earlier, when they had increased by 14.9%. This is below the 3-month average of 8.6% and the 12-month average of 9.5%. This is the first non-double-digit 12-month average since our monitor started in December 2012
  • Over the 3 months to January, Online sales of Non-Food products in the UK grew 8.6% year-on-year. Over the same period, Total Non-Food sales in the UK grew 0.3%.
  • In January 2017, Online sales represented 22.9% of total Non-Food sales in the UK, against 21.6% in January 2016. On a 3-month basis, penetration rate was 24.9%, representing £1 spent Online in every £4 of Non-Food sales
  • Over the 3 months to January, Online sales contributed 2.9 percentage points to the year-on-year growth of Total Non-Food sales, the highest ever recorded by our monitor. In contrast, In-Store sales made a negative 3-month contribution of 2.6 percentage points, also the deepest ever recorded. In January, Online sales contributed 2.4 percentage points
  • Over the 3 months to January, In-Store sales fell, posting declines of 2.2% on a total basis and 2.4% on a like-for-like basis, the deepest since our online monitor started in December 2012. For the month of January, In-Store sales showed a decline.


Helen Dickinson OBE, Chief Executive, British Retail Consortium

“Online channels achieved the highest share of total non-food retail spend on record in the three months to January, despite the 8 per cent growth being somewhat below the trend of late. In fact, the rolling twelve-month average growth to January 2017 is the lowest since the monitor began in 2012, falling below double-digits for the first time.

“As with total sales, online sales in January were set against a strong comparative period, as January 2016 recorded the highest growth of last year. However, with £1 in every £4 of non-food spending being spent online consistently over the last three months, this provided enough momentum to largely shield online growth from the slowdown of non-food sales overall. It was stores that bore the brunt of the slowdown; posting their deepest three-month decline on record as the demand during retailers’ clearance sales was predominantly online.

“As the clearance events came to an end, full price items didn’t attract the same demand, echoing a sense of caution from consumers and ultimately resulting in a quiet end to the month for many retailers.”

Paul Martin, UK Head of Retail, KPMG

“Unlike the chilly high street, online retail sales continued to grow in January, with non-food online sales up eight per cent compared to last year. The month’s cold snap is likely to have encouraged high street hibernation, with shoppers preferring to browse from the comfort of their own homes.

“Indeed, consumer focus really did turn indoors during the month, with sales of furniture and other household items performing particularly well. Footwear sales on the other hand continued to struggle and infrequently made it to e-checkouts.

“Online retail channels will continue to grow in popularity, and with increased pricing pinching the consumer purse, retailers will need to balance price, personalisation and customer experience seamlessly in order to grab the attention of their customers.”