Jewellery sales rise in July as customers buy 18% of non-food goods online

Online sales of non-food products jumped 14.7% in July versus a year earlier, with jewellery and watches achieving their highest sales growth since February.

According to the British Retail Consortium’s Online Retail Sales Monitor for July 2015, customers are showing more willingness to spend on “discretionary luxuries” with deflationary shop prices and rising incomes providing a favourable environment for spending.

Online sales grew 14.7% in July, following an equally impressive rise of 14.9% in the previous year. This outperformed the three and 12 month averages of 14.4% and 12.6% respectively.

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In July, online sales represented 17.6% of total non-food sales, against 16.5% in July 2014.

Helen Dickinson, director general of the British Retail Consortium, said: “July saw a continuation of strong online sales growth, up 14.7%, driven by robust performance across fashion, home and health and beauty. These categories all responded well to summer sales and promotions which in some cases were later than last year.

“The proportion of non-food sales moving online was up on the previous year, in part due to consumers’ demand for click-and-collect services. In some cases online is helping to drive shoppers back into stores which often inspires impulse purchases. This may help explain why bricks and mortar stores contributed slightly more of the overall sales growth than online in the three months to July.

“In combination with a strong high street proposition, online is an enabler of sales growth across any number of channels which can include click-and-collect, reserving goods and mobile commerce for many retailers.

“Retailers can use the online data of customer purchases to deliver a more personalised experience for people who come to the collection points, converting click-and-collect footfall into even more sales in store. This is further proof that customers don’t think in channels when making their purchases and are now presented with a mix of options which target them with products of personal interest to them.”



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