The BRC-KPMG Retail Sales Monitor’s latest data also showed that total sales growth was lower than July 2025, which saw a 2.5% increase. July 2026 was below the 12-month average growth of 1.8%. This was below the 12-month average growth of 0.4%. This was above the 12-month average growth of 3.4%. “With spend focussed on summer related purchasing, other non-food categories fares less well – limiting total non-food sales growth overall.”