PwC comments on April 2026 ONS retail sales figures

Commenting on the Office of National Statistics retail sales index for April 2026, Jacqueline Windsor, Head of Retail at PwC UK, said: 

“April 2026 will be remembered as the first month that the impact of the Middle East conflict first hit British consumers. We already saw consumer sentiment fall at its fastest rate for four years, and we now have evidence that this translated into shoppers buying less in stores.

“Even adjusting for this year’s earlier Easter timing, headline retail sales volumes fell by 1.3% compared with March, its sharpest decline in almost a year. While this was primarily due to drivers buying less fuel, as they told us in our most recent survey, even excluding petrol monthly retail sales fell across every category except grocery.

“Compared with this time last year, retail sales volumes excluding fuel are estimated to have risen by 1.1% after removing the effect of an earlier Easter. After accounting for inflation, that translates into 4.0% more pounds into retailers’ tills.

“Fashion had a particularly weak month, as the better weather later in the month could not compare with the sunshine we experienced this time last year, not helping sales of new season’s outfits. Instead, shoppers spent more on beauty and accessories, proving the “lipstick effect” as consumers treated themselves on lower value items instead of new wardrobes.

“Overall, while retailers will be disappointed, April’s performance was somewhat expected after a better than expected March, and against strong comparatives from this time last year.

“The question will be whether the downward momentum continues, or whether May’s better weather and the – perhaps temporarily – lower inflation, can encourage consumers back into stores as spring turns to summer.”

-Ends-

Notes to Editors:  
Based on the 7am edition of ONS data released on 22nd May here: https://www.ons.gov.uk/businessindustryandtrade/retailindustry/bulletins/retailsales/april2026