Report Summary

Period covered: 04 May – 31 May 2025

3 minute read

Note: This report summary is one or two months behind the current month as standard reporting practice. The content is indicative only and incomplete with certain data undisclosed. Become a member to access this data or take out a free 30 day membership trial now.

Electricals sales

Electricals sales edged up xx% year-on-year in May, turning positive after a xx% drop a year ago. This marked a third straight month of growth, albeit slower than in April, with momentum beginning to stabilise across the category.

May’s performance rested on isolated areas of strength. Gaming remained the bright spot, lifted by new releases that pulled in shoppers otherwise hesitant to spend. Elsewhere, sales were patchy. Big-ticket tech struggled to find traction, with footfall-heavy stores reporting fewer conversions and online interest not always translating into completed purchases.

April’s hot weather pulled forward seasonal demand for products like fans, speakers and garden tech. By May, that demand was spent, and retailers were left with less appetite and little reason to discount. Where promotions did exist, they were tightly focused, mostly on accessories or entry-level items to drive footfall without hurting margins.

The lack of major sales events kept traffic subdued. Retailers held back from deep discounting to protect profitability. That decision, while sound commercially, meant fewer incentives for hesitant shoppers. Budget-conscious households remained selective, often browsing but not buying without a standout deal.

Category performance

Large domestic appliances posted a weak month. Replacement cycles are long, and households showed little urgency to upgrade without a breakdown or a compelling price. Smaller appliances, blenders, air fryers, kitchen gadgets, continued to lose steam, with most purchases now driven by need, not novelty.

Televisions, smart devices and audio tech saw limited interest. Many are waiting for year-end sales before purchasing. Demand for premium products remains on ice, with shoppers unwilling to commit unless there's a sharp price cut or added value.

Underlying environment

Households are still under pressure. April’s bill hikes, council tax, utilities, National Insurance, have left a lasting mark. Credit remains expensive, and borrowing costs show no sign of falling soon. With the Bank of England keeping interest rates at xx%, those on variable mortgages or financing deals are paying far more than last year.

Confidence levels are stuck in negative territory. GfK’s major purchase index came in at -xx in May. That matters for a category like electricals, where purchases are usually planned. If people aren’t sure about their financial future, they wait.

The housing market hasn’t helped. Fewer moves mean fewer big-ticket purchases. Demand for appliances and entertainment products is closely linked to new home setups or renovations. But with transactions falling and prices flat or falling, that pipeline is dry.

Despite wages remaining elevated, for many shoppers, that’s not yet visible in their bank accounts. Monthly expenses are still absorbing any nominal pay growth. That’s why retailers saw interest in value ranges and low-cost add-ons, rather than full-price core tech.

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Consumer confidence improved in June as optimism for the economy improved