THE ERT REPORT
How would you describe overall sales performance in the last 12 months?
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he results paint a picture of a market that remains resilient, even if growth has become harder to achieve. While almost half of respondents (47.4 per cent) reported that sales had declined slightly over the past 12 months, the findings are far from a story of widespread contraction. Nearly a third (31.6 per cent) said sales had remained broadly unchanged, while a combined 21 per cent actually experienced growth, with 15.8 per cent reporting a slight increase and 5.3 per cent enjoying significant growth. What’s particularly interesting is just how varied the results are, there is no single experience of trading in today’s electrical retail landscape. Some businesses are continuing to grow despite economic uncertainty, while others are finding conditions more challenging. That suggests success is becoming less dependent on the wider economy alone and more influenced by factors such as location, product mix and the ability to adapt to changing consumer expectations. There is some encouragement here,
T as
consumers continue to invest in electrical products, but they are becoming more selective about where they spend their money. The qualities that have traditionally set independent retailers apart – expertise, service and trusted local relationships – are explored in greater detail later in the report, particularly
when retailers identify the factors influencing customers’ final buying decisions (Page 31) and the biggest opportunities for independents in 2026 (Page 33). Being able to react quickly matters, particularly in a market as unpredictable as the one we are in. Retailers that respond quickly to changing consumer behaviour and evolving market trends appear to be best placed to outperform the wider market. The product categories driving growth are explored in more detail later in the report (Page 31). So, although it certainly isn’t easy out there,
growth clearly hasn’t disappeared altogether. Independent retailers have always excelled at adapting to changing markets, and these results indicate that businesses continuing to evolve alongside their customers are proving that growth remains achievable, even in a more demanding retail environment.
Compared with 2024, customer demand in 2025 has…
If the first chart highlights how retailers have performed, this one begins to explain why. Customer demand has undoubtedly softened for many businesses, with 42.1 per cent of respondents saying demand had decreased slightly compared with 2024. However, the overall picture is far more balanced than it might first appear. More than a quarter (26.3 per cent)
reported demand had remained stable, while almost a third (31.6 per cent) said demand had actually increased, either slightly or significantly. The findings suggest consumers have not stopped spending; rather, they have become far more considered about how and when they spend. Purchases are increasingly researched, compared and often delayed until shoppers feel they are making the right decision. This changing customer journey is explored in greater detail later in the report, where we examine how many shoppers now research products online before visiting a store (Page 30). The variation in responses also highlights how demand differs by category. Seasonal factors and changing consumer priorities continue to influence performance across the market, creating opportunities for retailers that can react quickly to emerging trends. The product categories seeing the strongest growth are examined later in the report (Page 31). Put simply, customers are still buying, they’re just being much more careful about what they are buying. Customers are still prepared to invest in electrical products, but they are taking longer to make purchasing decisions and expecting greater value from every purchase. How customer expectations have evolved is explored on the following page (Page 30), while the opportunities this creates for independent retailers are examined later in the report (Page 33).
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