September’s data shows a mixed but cautiously encouraging picture for the retail window and door sector, with improvements in leads and sales compared to August, but pressures emerging in conversion rates and the speed of customer decision-making.
Headline activity picked up after a sluggish August. Average leads rose from 95.3 to 105.6, a strong 10.8% increase that brings volumes closer to July’s benchmark of 110.3. This rebound suggests that consumer appetite has not disappeared, even in the face of economic uncertainty. Sales followed suit, rising from 44.6 in August to 49.3 in September, an impressive 10.5% increase and clear evidence that homeowners remain willing to commit to projects when confidence returns.
That said, conversion rates continued to ease back, slipping from 40.8% in August to 39.8% in September. While this is only a 1 percentage point decline, it marks the second month of softening and indicates that installers are having to work harder to secure orders despite the uplift in enquiries.
Average order values remained under slight downward pressure, moving from £3,767 in August to £3,736 in September – a £31 decline. While minimal, this suggests that some consumers are favouring smaller or more contained projects as budgets tighten.
Perhaps the most notable shift in the September’s data is in lead times. This figure stretched from 23 days in August to 27.3 days in September – an 18.7% increase – demonstrating that customers are taking longer to commit. This reflects a more cautious consumer mindset, with homeowners weighing up financial commitments carefully before signing off on home improvements.
Broader macroeconomic conditions remain a backdrop to these shifts. Inflation, which spiked mid-summer, is expected to remain above target into the autumn, keeping pressure on household budgets. Meanwhile, interest rates were held at their current level, keeping borrowing costs steady. While this avoids further pressure on mortgage holders, it offers little immediate relief. Many homeowners remain cautious, awaiting the Chancellor’s Autumn Budget for clarity on longer-term financial planning.
For installers, the message is clear: volumes are still there, but efficiency, pipeline management, and margin discipline are critical. Strong sales processes and robust scheduling systems, as supported by Business Pilot, will allow retailers to turn improving enquiry levels into profitable, well-managed businesses.
