EY comments on ONS retail sales figures April 2025

Silvia Rindone, EY UK&I Retail Lead comments: “April provided a much-needed boost for retailers, as favourable weather conditions and the Easter holidays contributed to notable sales growth. Retail sales volumes continued their upward trajectory and saw a rise of 1.2% in April, according to the latest ONS data.  

“Food store sales volumes saw a significant increase, rising by 3.9% in April, rebounding from contractions in February and March, as consumers bought food for family gatherings during the Easter holiday. Conversely, sales volumes at non-food stores, which includes department, clothing, and household goods stores, fell by 0.7% after experiencing significant growth the previous month.

"Retail sales in April have helped to mitigate the difficulties faced in the first quarter. This offers retailers some relief and indicates the beginning of a recovery of consumer sentiment and spending

 “In addition to rising wage costs and national insurance contributions, retailers are now also having to navigate the impact of US trade tariffs, adding another layer of complexity to their operations and making forecasting even more challenging. Businesses will need to continually assess and adapt to the impact of tariffs on global supply chains and ensure they have contingency plans to address growing production costs, pricing changes and shifting market competitiveness.

“Looking forward, the latest EY Future Consumer Index found that consumers are prioritising value over brand loyalty. Retailers must ensure they address this shift in sentiment to ensure they have the right proposition for their customer base. Private label, or ‘own brand’ goods will continue to play a significant role in achieving this and ensure retailers are better positioned to thrive in the current market.

“Retailers will need to maintain agility and focus on customer-centric strategies to navigate the evolving economic landscape effectively.”