The British Retail Consortium (BRC) has reported that UK Black Friday sales were “dampened by pre-Budget jitters”, as food sales were below the 12-month average growth.

Over the four weeks from 2nd-29th November 2025, UK total retail sales were up 1.4% on the year.

According to BRC, food sales increased by 3% year on year in November, against a growth of 2.2% in November 2024. This was below the 12-month average growth of 3.6%.

Sarah Bradbury, CEO of the Institute of Grocery Distribution (IGD), said: “Confidence remains fragile following the Budget, with the away-from-home market most exposed to reduced demand. In the run-up to Christmas, shoppers are expected to make selective trade-ups, balancing affordability with indulgence.

“Retailers that combine strong value with premium options will be best placed to win. As January arrives, expect a pullback on discretionary spending alongside a renewed focus on healthier choices.”

Helen Dickinson, chief executive of the BRC, said: “Pre-Budget jitters among shoppers meant the month of Black Friday did not deliver as strongly as retailers had hoped or the economy needed. Sales growth was the weakest in six months, despite the elevated inflation.

“Retailers continue to invest in Christmas offerings, building up stock levels, and promoting festive products. It has been a difficult year as retailers grappled with ever-rising cost pressures. Looking ahead to 2026, it is time public policy started prioritising measures to revive consumer confidence and keep costs of doing business down so retailers can focus on growth strategies to maximise their contribution to economic recovery.”