BRC research discovers fewer shoppers spending more in January.
Retail sales in central London grew at their slowest rate for five years in January, according to the British Retail Consortium.
Sales increased by 3.5 percent over January 2009, although retail footfall fell, mainly due to the freezing weather.
“Very cold snowy weather and less discounting than a year ago meant people made fewer shopping trips but it seems those that did get out spent more,” the BRC study stated.
A strengthening pound also deterred tourism from Eastern Europe, which was credited with contributing to 6.5 percent growth in January 2009.
Chinese visitors were still more numerous than last year, though the Chinese New Year falling later this year may have delayed sales for some.
Food sales benefited from the snow, as shoppers stocked up on basic essentials. Non-essentials and discretionary home wares struggled, though showed gains for some in clearance sales.
Clothing, footwear and warm accessories were driven by the very cold and snowy weather.