THE total value of UK retail sales in April was down 0.6% on the same month of 2012, in contrast to a 3.7% year-on-year rise in March, industry figures show.
The British Retail Consortium (BRC), publishing the figures today, appears at pains to highlight the impact on sales of Easter having fallen earlier this year than last.
In spite of the reverse in sales, BRC director-general Helen Dickinson declared April had actually been a better month than March, especially for non-food sales.
She said: "On the surface, these are really poor figures but they're hiding another respectable month. The fact the boost from Easter didn't fall in April this year hit food sales in particular."
However, the fall in sales in April occurred against a weak year-earlier comparative figure. The value of UK retail sales in April 2012 was down 1% on a year earlier.
Ms Dickinson acknowledged that a "convincing trend" towards a retail sector revival was "hard to spot".
She said: "Wintry weather, followed by the arrival of sun, had a big influence on some retailers.
"Fashion sales were weak early in the month but that was almost entirely made up later when signs of spring arrived, while health and beauty gained both ways, with strong sales of cold and flu remedies and then of bronzing and skincare products.
"There's a sense that people are more prepared to spend than they were, but chief executives are telling me that's volatile.
"A convincing trend towards revival is hard to spot and competitive pricing is still critical to generating sales, despite the effect on (profit) margins and on retailers' ability to invest in offering customers new ways to shop.
"Essentially, so far this year, sales growth is a small and tentative step up on where it was in 2012, but when it will take the next step is not clear."
The Scottish Retail Consortium (SRC) will publish figures for April sales north of the Border later this month.
Figures published by the SRC last month showed the year-on-year rate of growth in Scottish retail sales value more than doubled from 0.7% in February to 1.8% in March, but was less than half the corresponding UK-wide pace of 3.7%.
David McCorquodale, head of accountancy firm and BRC survey sponsor KPMG's UK retail practice, viewed as a positive result the fact the latest survey showed that the total value of UK retail sales in the three months to April was up 2.6% on the same period of last year.
He pointed out that this was well ahead of the BRC's 1% figure for annual shop-price inflation over the February to April period.
Mr McCorquodale said: "This is a positive result and shows that, despite the cold weather of the last few months, the health of the retail sector is holding up and may be on a positive trajectory.
"It is yet to be seen at what margins these sales are being achieved, and what is the cost of fulfilling the online demand, but retailers will be heartened."
Analysing the composition of the April sales figures, he added: "Home accessories and household textile sales tapered off in April after a strong showing in March and, whilst footwear and fashion sales continued to struggle early in the month with winter's bite continuing, the arrival of spring delivered some light relief for the fashion sector.
"We hope for more good weather and good news over May and June as retailers, particularly in garden and fashion, will look for a strong performance after last year's early summer deluge."
On a like-for-like basis, which strips out the beneficial impact on trading of increased space, the BRC survey shows sales value in April was down 2.2% year-on-year. This like-for-like measure indicates how retailers are faring. The total sales figure measures overall retail spending by consumers.
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