THE high street suffered its worst January in at least 15 years after snow and economic woes hurt sales, the British Retail Consortium said today.

The ‘awful’ start to 2010 followed the strongest December for eight years and dampened hopes of a strong retail recovery.

Same-store sales values fell 0.7 per cent in January compared with the same period last year, which was the worst figure for 14 years.

Severe weather kept shoppers off the high street at the beginning of the month, while the impact of a higher VAT rate and economic uncertainty also saw consumers focus on essentials at the expense of other items.

Chilly weather provided a boost to food sales at the start of the month and consumers stocked up on frozen and tinned food. Pies, pizzas and puddings were also on the menu as customers sought comfort from the cold.

Internet sales were higher amid the snow disruption, with non-food sales including mail order and telephone orders up 14.6 per cent in January.

DIY was among the worst performing sectors in the cold snap as householders put off outdoor chores until milder weather returned. Furniture also underperformed in the month, with sales sharply down.

The declines were the worst since last March as consumers concentrated on essentials, although clearance discounts on fitted kitchens and upholstery did provide a rare uplift.

Stephen Robertson, BRC director-general, said: “An awful start to the year and in stark contrast to an upbeat December.”