Insights on spending in UK towns and cities during April 2026 on behalf of Beauclair

AN EARLY EASTER AND A DROP IN CONSUMER CONFIDENCE DUE TO THE MIDDLE EAST CONFLICT PUT APRIL SALES UNDER PRESSURE

Sales across GB towns and cities fell by -4.9% year-on-year in April 2026. While still disappointing, this marked a clear improvement on the steeper -8.2% annual decline recorded in March. However, trading conditions remained challenging, with almost nine in ten towns and cities (89%) reporting lower sales year-on-year, and more than a third (38%) experiencing declines of more than -5%.

The timing of Easter this year significantly weakened April’s trading performance. With Easter falling in the first week of the month, much of the crucial pre-Easter spending took place in March, reducing the usual bank holiday boost for town and city centres. This came at a time when consumer confidence was already under pressure from rising fuel costs linked to the conflict in the Middle East. Reflecting this, the GfK Consumer Confidence Index fell to -25 in April — its lowest level since October 2023.

April’s annual decline was also magnified by a particularly strong comparison with April 2025, when sales dipped by only -0.1%. Last year, Easter fell later in April, ensuring more pre-Easter spending remained within the month rather than shifting into March as it did this year.

The fall in sales was driven by weaker customer activity, with shopper numbers down -4.6% and transactions falling -6.0%. Average transaction values rose slightly by +1.1%, partially offsetting the decline.

All ten retail and leisure sectors recorded lower sales than a year earlier, underlining the widespread impact of cautious consumer spending. Five sectors account for 86% of all town and city centre sales. Of these, the sharpest declines were in General Retail (-7.8%) and Fashion (-7.0%), followed by Food & Drink (-5.1%). Sales in both Grocery and Health & Beauty declined by -3.4% in April, but the underlying trends told very different stories. Customer numbers in Grocery dipped by a modest -3.6%, compared with a much sharper -7% fall in Health & Beauty. However, Health & Beauty benefited from significantly higher spending, with average transaction values rising by +5.1% — the strongest increase across all five key sectors — while Grocery transaction values edged down by -0.3%.

Despite the challenging backdrop, sectors typically boosted by Easter and the bank holiday period proved more resilient. Entertainment sales were almost flat (-0.2%), while Household — including DIY, furniture and gardening — declined by just -1.2%. Transport, including car parking and petrol, fell by -1.6%. However, their positive impact on overall performance was limited, as these sectors collectively account for only 10% of total town and city centre sales.