Retail sales decreased by 2.2% like-for-like in April, meaning a total reduction of 0.6% according to the BRC and KPMG sales monitor.
The earlier timing of Easter this year negatively impacted growth, meaning the three month total growth average, ironing out the Easter distortions, was 2.6%. This remained above the 12-month average, which continued its uptrend to reach 2.5%.

Online sales were up 8.3% since April 2012, when they had risen by 9%. According to KPMG's head of retail David McCorquodale, home accessories and household textile sales "tapered off" during the month "after a strong showing in March".

"On the surface these are really poor figures," admitted BRC director general Helen Dickinson, adding: "but they're hiding another respectable month. The fact that the boost from Easter didn't fall in April this year hit food sales in particular. But, taking away the Easter distortion, this was actually a better month than March, especially for non-food sales."

"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 skin care 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 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."