December delivers for Scottish retailers as Black Friday and Christmas drive sales

Scottish retailers enjoyed “solid growth” last month as Black Friday and Christmas helped boost takings though non-food trading was mixed, figures today reveal.

The latest sales monitor from the Scottish Retail Consortium (SRC) and KPMG shows that, once adjusted for inflation, there was a year-on-year increase of 1.8 per cent in the value of total sales during December. Total food sales were flat and there was a 1.5 per cent gain in overall non-food takings, according to the data, which covers the five-week period from November 24 to December 28.

David Lonsdale, director of the SRC, said: “Scottish retail sales saw solid growth in December as Black Friday and Christmas helped retailers to their best monthly performance of an otherwise flat golden trading quarter and tepid 2024. Overall, the value of Scottish retail sales rose by 1.8 per cent in real terms during December.

Last-minute Christmas shoppers might have been out in force but sales across the crucial golden trading quarter were flat.

“Food sales were flat, reflecting consumers cutting back a little alongside significant price competition between grocers competing for festive purchases. Non-food trading was more mixed. Computing and gaming did well alongside home appliances and health and beauty products. Sales of toys and home accessories however were weak.”

He added: “As the Hogmanay bells tolled retailers won’t have been heartbroken to bid farewell to 2024. Sales in the crucial final golden trading quarter were identical to last year. That is indicative of a tough combination of household discretionary spending being limited, and much of what there is being spent on experiences rather than products. Retailers will be hoping there are brighter skies ahead in 2025.”

Linda Ellett, UK head of consumer, retail and leisure, KPMG, which helps produce the monthly sales monitor, said: “With Black Friday falling as late as it did, it was part of the Christmas shopping season even more so than in previous years. December, coupled with Black Friday week at the end of November, delivered sales growth for retailers.

“However, there was no sales growth during the golden quarter of October to December in Scotland, reflecting the ongoing careful management of many household budgets during a time when many costs remain at a heightened level.”

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