US retail sales rise for a tenth consecutive month in July

US retail sales rose for a tenth consecutive month in July, according to the CNBC/NRF Retail Monitor, a monthly report from the National Retail Federation (NRF) powered by data and analytics firm Affinity Solutions.

Total retail sales, excluding automobile dealers and gas stations, rose 0.32 percent month over month on a seasonally adjusted basis and 5.15 percent year over year unadjusted, easing from June's gains of 0.33 percent and 9.41 percent respectively. Core retail sales, which also exclude restaurants, rose 0.3 percent month over month and 4.72 percent year over year, down from June's 0.36 percent and 10.08 percent. Over the first seven months of 2026, total sales were up 6.57 percent year over year and core sales up 6.53 percent.

Unlike the Census Bureau's survey-based figures, the Retail Monitor draws on anonymized credit and debit card purchase data compiled by Affinity Solutions, which NRF says removes the need for monthly or annual revisions.

Category breakdown

July sales rose year over year in seven of the nine tracked categories, led by electronics and appliance stores, up 12.04 percent, digital products such as e-books and games, up 12.02 percent, and health and personal care stores, up 10.07 percent. On a monthly basis, five of the nine categories gained.

Clothing and accessories stores, the category most relevant to fashion retailers, rose 0.51 percent month over month and 6.55 percent year over year unadjusted, placing it roughly in the middle of the pack. General merchandise stores gained 8.3 percent year over year, while grocery and beverage stores rose 4.52 percent.

Two categories fell year over year: building and garden supply stores dropped 1.2 percent, and sporting goods, hobby, music and book stores fell 3.01 percent. Furniture and home furnishings stores were up 2.71 percent year over year despite a slight monthly dip.

"Retail sales maintained their steady upward momentum in July as consumers kept shopping despite ups and downs in other economic indicators," said Matthew Shay, NRF's president and CEO. "Supported by a low unemployment rate and steady wage gains, households remained budget conscious but took full advantage of midsummer sales and early back-to-school promotions to stretch their dollars."