The annual Black Friday sales event has delivered an unexpected benefit for British shoppers, contributing to a marked slowdown in the rate of price increases on the high street during November.
Price Rises Ease Amid Intense Competition
According to the latest figures from the British Retail Consortium (BRC), shop prices rose by just 0.6 per cent in November compared to the same month in 2024. This represents a significant deceleration from the one per cent increase recorded in October and also falls below the three-month average of one per cent.
Helen Dickinson, chief executive of the BRC, attributed this easing directly to the competitive frenzy around Black Friday. “Black Friday deals began earlier than normal [this year] as competition between retailers hit fever pitch,” she stated. The BRC noted that the most substantial reductions were seen in electrical goods, fashion, and beauty products, as businesses fought to attract customers.
Broader Context of Falling Consumer Confidence
The promotional activity occurred against a backdrop of growing consumer caution. Recent surveys highlighted a drop in confidence during November, with households becoming more pessimistic about their personal finances. This sentiment was reflected in earlier retail sales data from the Office for National Statistics (ONS), which showed a 1.1 per cent fall in sales volumes during October—a steeper decline than many analysts predicted and one of the first since May.
Beyond general merchandise, food prices also saw a decline, dipping by 0.3 per cent month-on-month in November. This followed the sharpest rate of decrease in the five years leading up to October.
Looking Ahead to the Christmas Period
With the crucial winter trading period underway, retailers are hoping for a rebound in shopper sentiment. Ms Dickinson indicated that the industry remains focused on value. “They will continue doing everything they can to keep prices down and help customers’ money go further this Christmas,” she said.
The combined effect of aggressive Black Friday promotions and underlying economic pressures has provided temporary relief on pricing, offering a surprising silver lining for consumers navigating the cost of living.
