Online sales of non-food products grew by 12% in November compared to a year earlier, according to the BRC-KPMG Online Retail Sales Monitor.
In November online sales represented 21% of total non-food sales in the monitor, against 19.6% in November 2013. This is the highest penetration rate since the monitor began in 2012.
Despite this the monitor reports that the month was relatively lacklustre but ended on a strong not due to a very “successful” Black Friday.
Online sales contributed 1.7 percentage points to the growth of non-food total sales in November, with the three-month average contribution of online to non-food growth exceeded that of stores for the third consecutive month, achieving another all-time record proportion outside of December.
Helen Dickinson, Director General, British Retail Consortium, said: “This month brings fantastic news for retailers who have worked hard on their online presence, as the online penetration rate of non-food sales is at an all-time record. Every £1 in £5 of non-food purchases is spent online. Online sales are also contributing a larger proportion of growth to non-food sales compared to in-store.
“Black Friday was the retail event of the month and retailers offered consumers impressive discounts both online and in-store. The high volume traffic to websites meant that consumers also bought a large amount of full priced items and not just those on sale.”