UK sales grew slightly in October as retailers incentivised winter merchandise during the warmer weather, an industry survey has shown.
On a total basis, sales were up 1.4%, against a 2.6% rise in October 2013, according to the British Retail Consortium (BRC).
This was an improvement on the previous month, when sales fell 0.8%, and beat the three-month average growth of 1.0%.
Online sales of non-food products in the UK grew 15.4% in October versus a year earlier, when it had grown 12.1%. This was the highest online growth since Christmas 2013.
BRC director general Helen Dickinson said: "The good news is that overall retail sales continued to grow although not as fast as this time last year. Retailers have thought creatively about marketing solutions to incentivise sales of winter merchandise during the warmer weather.
“For example the use of analytics has enabled loyal customers to be offered targeted flash reductions with sale items being made available both in store and online,” Dickinson explained.