Spain’s year-on-year retail sales recorded a modest increase of 1% in November, according to data from the National Statistics Institute (INE), marking the slowest growth since June. The figure is a decline from October’s 3.4% rise and fell short of analysts’ expectations of a 2.8% increase.
Dampened November Sales
The slowdown in November was attributed to falling spending on both food and non-food items. Food spending growth decelerated to 1.5%, down from 2.2% in October, while spending on non-food products dropped sharply to 1.2%, compared to October’s 5.9% increase.
Month-on-month retail sales also declined, falling 0.6% in November after stagnating in October. Despite this dip, retail trade for the first 11 months of the year posted a 1.5% increase compared to the same period in 2023.
Robust Third-Quarter Performance
In contrast to the subdued November figures, Spain’s consumer goods spending showed strong performance in the third quarter of 2024. According to NIQ’s quarterly Retail Spending Barometer, spending on consumer goods rose 4.5% compared to Q3 2023. Durable and technological goods also saw a 4.2% uptick over the same period.
Antonio de Santos, retail vertical director at NIQ Spain, attributed the growth to price moderation in the fast-moving consumer goods (FMCG) market. “Nearly all sections of packaged and fresh products have shown positive growth in volume this year,” he stated on the company’s website. De Santos also highlighted rising household incomes, reduced mortgage expenses, and a strong employment market as key drivers of consumer spending.
Fernando Gómez, retail head of GfK Spain, noted unexpected growth in the technology and durables market during Q3, defying analysts’ predictions of a slowdown. He pointed to strong consumer interest in equipment, health, leisure, and cultural products, adding, “This indicates a promising outlook for a robust fourth quarter, barring unforeseen disruptions like the recent flooding disasters in southern Spain.”
Challenges for Retailers
While falling prices have benefited consumers, they have sparked concerns among retailers facing increased competition from Asian brands. These emerging competitors are gaining a foothold in Spain and the EU with broader product ranges at lower prices.
The rise of online shopping continues to challenge brick-and-mortar retailers, especially during the holiday season. This shift has forced traditional stores to adapt to changing consumer habits or risk losing market share.
Despite November’s softer retail sales, the overall market remains buoyed by a strong third quarter, offering a cautiously optimistic outlook for the months ahead.
