Total sales in November were lower than a year ago, as in October, which means this is the first time since the survey began in January 1995 that sales have declined in consecutive months.
Food and drink was the only sector to show sales up on a year ago. Despite extensive heavy discounting, clothing and footwear, furniture and big-ticket homewares fell further below year-earlier levels.
Discounts and promotions continued but often failed to tempt customers unless they perceived value or really needed the product.
Non-food non-store sales in November were 9.5% higher than a year ago. As with store sales, this was worse than in October, when sales were 16.6% up on a year ago.
