Retail Sales Growth Masks Consumer Pullback Across Key Categories

Retail sales rose again in April, but the latest government data showed consumers continuing to shift spending toward necessities while pulling back in several categories tied to discretionary purchases and larger household items.

Advance estimates from the Census Bureau on Thursday (May 14) showed retail and food services sales increased 0.5% in April from March and were up 4.9% year over year. Yet the underlying category data pointed to mounting pressure on household budgets as higher energy and living costs continued absorbing a larger share of household budgets.

Gasoline station sales climbed 2.8% in April and surged 20.9% from a year ago against the backdrop of continued volatility in the Middle East. Food and beverage store sales rose 0.8%, while restaurant and drinking place sales increased 0.6%.

Spending Delayed, at Best

At the same time, the allocation of dollars continued to move away from items where timing might be called a factor, where spending is at least delayed, if not nixed outright.

Furniture and home furnishing store sales fell 2% month over month and were down 3.6% from April 2025 levels. Clothing and clothing accessories store sales declined 1.5% in April, while department store sales dropped 3.2%. Motor vehicle and parts dealers also posted a monthly decline, slipping 0.4% from March and down 1.2% year over year.

The result, at least last month, defined a retail environment where spending growth remained intact at the top line, but consumers appeared increasingly focused on recurring expenses.

Online Sales a Bright Spot

The Census data also showed that online retail remained one of the strongest segments in April, indicating that digital channels have been a key choice when it comes to price comparisons, deals, and, by extension, spending. Nonstore retailers, which largely capture eCommerce activity, posted a 1.1% monthly increase and an 11.1% year-over-year gain.

The broader spending patterns dovetailed with recent PYMNTS Intelligence findings showing consumers facing increasing strain from day-to-day costs.

According to the PYMNTS Intelligence report “Economic Pressures Split the Generations as Each Rethinks the Basics,” half of consumers say they are struggling to keep up with rising daily living expenses. The report found that groceries and household essentials are among the largest sources of financial pressure for consumers already dealing with higher housing and utility costs.

Those pressures are increasingly shaping purchasing decisions across retail categories.

PYMNTS Intelligence found that 62% of consumers are cutting back spending to help manage higher living costs. The report also found that consumers are delaying larger purchases and reducing nonessential spending as more income is directed toward recurring bills and necessities.

That consumer behavior aligned closely with April’s retail sales data, particularly the declines seen in furniture, apparel and department store activity.

The report also highlighted the growing financial divide across income levels and generations. Younger consumers reported greater difficulty managing debt loads, transportation expenses and income volatility, while many households said they were relying more heavily on savings or assistance from family and friends to manage rising costs.

In Thursday comments to PYMNTS, EY-Parthenon Chief Economist Gregory Daco and EY Senior Economist Lydia Boussour said that “household budgets are coming under increasing pressure,” in an environment where  “more consumers are turning to savings and credit to sustain spending.” They added that “these trends are becoming increasingly difficult to maintain, particularly for lower-income households.”

April’s deceleration in retail activity indicates that although consumers continue spending, they are conscious of the limits of where they can spend, and when, which mandates that  they reassess priorities across categories.