Increased basket sizes and targeted discounting have helped retailers shrug off the dip in footfall from the good weather and the World Cup, according to the latest High Street Sales Tracker from BDO.
Overall like for like sales among mid market retailers were up one per cent year on year in June.
Retailers responded to what could have been a challenging month due to late afternoon screenings of World Cup games, plus good weather, with a later and more selective summer discounting programme than in 2013.
Like for like sales at fashion retailers grew 0.5 per cent year on year, with sales of lifestyle goods up 1.8 per cent and homewares up 2.8 per cent.
"Retailers throughout the recession have learned to be much savvier businesses," said Sophie Bevan, head of retail and wholesale at BDO. "They can react to trends much faster, which gives them the confidence to hold new lines at full price and reduce the volume of discounted stock.
"The reward for getting the product and service right is increasing sales and improving margins, both of which are contributing to the growing sense of confidence across the High Street."