Omnichannel retailers shine as UK online sales growth slows
UK online sales growth remains strong but is slowing down as more Brits return to physical stores during the coronavirus outbreak.
According to research by IMRG and Capgemini, online sales growth was up 43.5% YoY in August, although sales were down 4.1% MoM.
As the government’s Eat Out to Help Out initiative drove people back to the high street, the gap between retailer type continued to widen. Omnichannel retailers outshone their online only counterparts – recording growth of 70.5% YoY compared to 11.4%.
The relaxation of lockdown and hot weather were reflected in sales at a category level. As in-person social activities and restaurant visits increased, clothing sales were up again by 6.8% YoY compared to last month’s more modest rise of 0.6%.
During a month of sporadic heatwaves, gardening sales also boomed by 286.1%. Meanwhile, footwear sales continued to spiral, declining by 10.7%.
Andy Mulcahy, Strategy and Insight Director, IMRG, says: “Now that we are coming out of summer, all attention is inevitably focused on the Black Friday and Christmas period. The big question is just how big Black Friday will be online this year.”
“With most types of business open again, and people being actively encouraged by the government to return to their offices, are we starting to see some signs of online and offline sales balancing out again?”
“The Eat Out to Help Out scheme ran through August and had a big take-up, bringing people back to the high street. Now that is finished, will they stay there, or has behaviour evolved more fundamentally than that?” he concludes.
