World Cup-led sales of beer, snacks and sportswear helped to maintain UK retail sales growth in June, according to the British Retail Consortium (BRC).Like-for-like sales in June - which strip out the effect of new store openings - were up 2.3% on a year ago.

However, this was slower than May’s growth figure of 3.6%.

“Despite the boost from the World Cup, warmer weather and some clearance sales, June was not as good as May,” the BRC said.

“Consumer confidence is still fragile and retailers will be hoping factors beyond their control do not weaken it further,” the BRC added.

Tough trading

Earlier on Tuesday, a trading update from Marks and Spencer revealed that the retailer saw like-for-like sales increase by 8.2% on last year in the 13 weeks to 1 July.

Despite the sales rise, M&S chief executive Stuart Rose noted that the retail sector remained “very tough” and that “competition had not let up”.

The BRC said that while the World Cup had boosted some retailers, business had been quiet on days when England played.

“Enhanced food and drink sales on the back of the World Cup have been the driving force behind the June sales performance,” said Helen Dickinson, head of retail at KPMG, which develops the sales figures with the British Retail Consortium.

“In the immediate future though, after a month which will have polarised retailers’ fortunes like no other, it’s a case of retailers needing to get back to business as usual,” she added.