Jemma CrewBusiness reporterGetty ImagesDemand for online jewellery helped to boost retail sales in December, figures show.Sales were up 0.4% from the previous month, the Office for National Statistics (ONS) said, citing online jewellers reporting an increased demand for precious metals after a November lull.Internet shopping performed well, while there was a small rise for supermarkets and sales of automotive fuel. But sales for non-food retailers, such as department, clothing and household stores, were down 0.9%.The monthly rise – larger than expected – comes after retail sales fell unexpectedly in November, even though the period included Black Friday sales. Retail sales had fallen by 0.1% in November, which followed a 0.8% drop in October. Monthly growth rates can be volatile, and ONS said sales volumes fell by 0.3% in the final three months of last year when compared to the previous quarter, with supermarkets and online stores both seeing a fall.But across 2025 as a whole, retail sales were up 1.3%, with stronger performances for both food and non-food stores, and non-store retailers (mainly online sellers but also street stalls and markets).This represents the second consecutive annual rise, but sales still remain below 2019 pre-coronavirus pandemic levels. ONS senior statistician Hannah Finselbach said: “The last three months of the year saw a slight drop in retail sales following a strong third quarter, with supermarkets and online stores both down.”However, sales were up in December, with internet retailing doing well. Within this, online jewellers had a strong month and told us there was higher demand for gold and silver.”The rising cost of living has squeezed shoppers’ purses, and businesses have complained of higher costs following changes announced in the past two Budgets.Nicholas Hyett, investment manager at Wealth Club, said the figures showed there was “no festive cheer on the high street” as Christmas shoppers increasingly turned online. “Among online retailers, jewellers enjoyed a particularly golden Christmas. In uncertain times shoppers seem to be being drawn to dual purpose jewels that not only tick the Christmas present box, but provide a convenient long-term store of value as well.”Alice Cowley, managing director in Accenture’s retail practice, said the “modest” monthly rise would bring some relief after a “difficult autumn”.”But while food, discounts and holiday preparations pushed up sales, it wasn’t enough to drive significant growth,” she continued.”With Christmas being a crucial time for the sector, those wishing for a bumper trading period were left disappointed.”
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Demand for online jewellery boosts December retail sales
