British shoppers are holding back on spending ahead of Black Friday, dealing a further blow to retailers after they missed out on significant support at last month’s Budget.

Total retail sales in the UK increased by 1.5 per cent year-on-year, according to the British Retail Consortium (BRC), against growth of 1.6 per cent in the year to October 2025. 

Food sales growth slowed from 3.5 per cent last year to 3.2 per cent this October, though this was still above the average three per cent growth seen in the last three months. 

Halloween falling on a Saturday boosted spending on snacks, costumes and decorations, the BRC said, though big-ticket items like furniture saw lower-than-usual interest because shoppers are saving up for Black Friday later this month.

Retailers said this advice had caught them off guard, prompting fears that a rush on shops could lead to shortages of essentials. Marks & Spencer boss Stuart Machin said the advice had worsened consumer sentiment by “worrying” shoppers. 

Helen Dickinson, chief executive of the BRC, said: “Retailers are hoping pent-up demand translates into stronger spending through November and December, as they work hard to deliver great choice and value for households this Christmas.

“But shoppers and businesses face mounting costs, including rising interest rates and energy bills, adding to the pressures already pushing up prices.

“[The] government must move faster to cut back the taxes and regulations making it harder for retailers to keep prices down.”

Retail bosses had been hoping for support on rising energy bills and employment costs at last month’s Budget but were instead angered by John Healey’s claim to have frozen business rates for high street firms, while the tax will still rise in line with inflation.

Linda Ellett, the UK head of consumer markets at KPMG, which produced the BRC’s sales figures, said falling temperatures prompted shoppers to turn to “cosy essentials” like duvets in October.

“But with consumers facing higher household costs, caution ahead of the Budget, and some waiting for Black Friday deals, overall sales growth was modest,” she said.

“Nonetheless, growth will be welcomed by a retail sector that desperately needs to offset cost increases with some strong sales as the promotional and festive season gets into full swing.”