Suffolk businesses say sales are up and down in the run-up to Christmas, with economists saying shoppers are remaining cautious during the cost-of-living crisis.
The news comes as the latest data from the Office for National Statistics (ONS) showed a nationwide sales drop-off of 0.3% last month compared to October - despite experts predicting an increase of 0.3% as a result of the Black Friday bargain-hunting period and the run-up to Christmas Day.
This uncertainty during what is usually one of the busiest periods for retail has led to businesses across Suffolk reporting a mixed volume in sales.
"Spend levels are below what might be expected," said Mark Cordell, chief executive of the Bury St Edmunds Business Improvement District.
"Footfall remains good, but people are more cautious with their money this year.
"But we still have a week until Christmas Day so we're hoping things will pick up before the big day."
All retail categories saw a decline in performance, except for food.
The ONS has said this is likely a reflection that many bought Christmas products early to spread the cost.
However, some businesses have bucked this trend - reporting consistent or increasing sales.
Zoe Woods, owner of the Ipswich-based independent fabric and yarn shop, Crafty Baba, said: "Things have actually been very good for us.
"We've been stocking new items that our customers have really taken to.
"And we did also take part in Black Friday, which was really popular.
"Though not everyone agrees with it, we decided to do it to give something back to our customers.
"I'm delighted that it was so successful."
Susie Keepin is the owner of Woodbridge Books.
She said sales have been steady, saying it was likely down to the market town's love of independent shopping.
"We're lucky here because we have so many loyal customers that still prioritise books and the high streets," she added.
"People seem to enjoy coming in to talk and buy books while doing their shopping.
"So we've been fortunate enough to have a really steady flow of people coming in."
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