Time to crack open the Champagne?

Last week The Grocer reported a record Easter for independents, while Booker and P&H were among the wholesalers toasting “massive growth” in booze as well as other essentials over the long weekends.

And today there was confirmation from the BRC that things did indeed pick up significantly in April, although anything other than a major upturn from the dismal March figures would have represented a disaster.

Food sales returned to growth in April as the nation set about sticking tiny Union Jacks in cocktail sausages, while traditional Easter goods also did well.

“As expected, the combination of a late Easter, dry and sunny weather and the Royal Wedding ‘feelgood factor’ has provided a very welcome respite in a challenging retail trading environment,” hoorayed Helen Dickinson of KPMG.

“Most sectors showed a significant uplift on the prior year and on recent months, with food, drink, clothing and footwear leading the way.”

She even felt bold enough to wonder “whether this is indicative of a corner having been turned from the longer term downward trend in demand”. But not for long.

“Given the three-month average is still heading in a downward direction, with 1.8% total and 0.1% sales growth for February to April compared to 2.7% total and 0.8% for the 3 months to January, this is unlikely to be case,” she said.

Although Steven Robertson admitted the improved figures were “a relief” after the “dire” March, the BRC boss figurehead was also clearly over any bout of bank holiday euphoria.

“The results for March and April largely cancel each other out and the overall trend is flat,” he wailed. “The underlying pressures on the retail sector of climbing costs and depressed consumer spending will be problems for many months to come.”

Yet for retailers, there are opportunities in bad times as well as good. As Morrisons boss Dalton Philips told The Grocer, the key is pitching your offer just right to take advantage of the circumstances.

Still, the bank holiday bounce was fun while it lasted.

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