Online sales in the UK soared to a 13-year high in November, fueled by a perfect storm of a second lockdown and enticing Black Friday deals. With brick-and-mortar stores closed due to lockdown measures and consumers eager to take advantage of Black Friday discounts, online sales saw a remarkable 39% increase compared to the same period last year. This surge continued the trend of growth from the previous year, which saw a 20% rise in online sales in November 2019, and a staggering 58% jump from October.
During a month where demand for winter clothing remained subdued due to the lockdown and colder weather, fashion sales experienced a modest uptick of 6.4%. While there were weeks that saw significant growth of 20-30%, there were also periods of slower growth that balanced these gains. However, footwear sales took a hit, declining by 9.1% year-on-year and standing as the only category in November to witness a decrease.
According to Andy Mulcahy, the strategy, and insight director at IMRG, the fashion category, including footwear, did not witness the same level of explosive growth seen in other product categories throughout 2020. Electrical goods recorded a whopping 72.8% increase in sales, while garden-related products surged by an impressive 127%. Home goods and decorations also experienced a notable spike, with a 154% increase from the previous year.
The month of November also saw a significant rise in mobile commerce sales, shooting up by 110% from the previous year. Consumers were observed to be purchasing items in larger quantities, with the average online basket value reaching £98 compared to £75 in November 2019. This surge in sales marked the highest growth rate seen since 2007 and indicated a shift towards early holiday shopping and sustained consumer spending throughout the month.
While the strong sales figures are a positive sign for retailers, challenges such as delivery delays due to the high volumes of online orders are looming. The marked sales growth of 52% in the first week of December suggests that the trend of increased online shopping is set to continue leading up to Christmas, placing additional pressure on carriers. As online sales flourish, retailers will need to innovate and adjust to meet the escalating demand, ensuring a seamless shopping experience for customers.
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