Online retailers using Omnisend saw their total revenue climb to £40 million, up from £33.8 million the previous year. However, the data suggests that this revenue increase did not match the surge in product sales, indicating that retailers slashed prices to attract more customers. The increased sales were supported by a 140% rise in the number of people opening summer sales emails, as consumers eagerly sought out bargains.
The Office for National Statistics (ONS) has reported steady growth in UK retail sales, driven by factors such as easing inflation and growing consumer confidence as disposable income improves.
Greg Zakowicz, senior e-commerce expert at Omnisend, highlighted the significance of this trend: “Cost of living challenges remain for many shoppers, and this is reflected in how people are interacting with retailers. The search for genuine bargains is converting to a clear uplift in sales. A 40% increase in product sales is a shot of adrenaline for the retail industry after a lacklustre summer last year.”
Zakowicz warned that the next few months would be critical for retailers as they prepare for major shopping events like Black Friday and Cyber Monday. While these events have grown in popularity, he noted that rising energy prices and cuts to winter fuel allowances could make some consumers, particularly pensioners, more cautious about spending during the winter shopping season.
He added, “Retailers must be competitive on pricing, especially when competing with e-commerce giants like Amazon, which typically dominate these events. Consumers are now wise to the marketing around these events and the reality that sales periods often offer minimal savings.”
Some retailers are also opting for more consistent, affordable pricing strategies rather than relying on big sales events, which Zakowicz believes may become a more popular approach in the coming months as smaller retailers face economic challenges.
Jamie Young
Jamie Young is Senior Reporter at Business Matters, covering SME finance, employment law and Westminster policy since 2016. He has reported on every Budget and Autumn Statement since 2018, helped make sense of the 'covid era' and the bounce-back loan scheme from launch through the fraud investigations, and broke the magazine's coverage of the 2024 late-payment reforms. He joined Business Matters straight from completing his BA in Administration from Exeter University and is NCTJ-qualified. Reach him at jyoung@cbmeg.co.uk
