Business Barometer Steady But With Seasonal Challenges

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The latest Business Pilot Barometer figures suggest a market finding its rhythm after the momentum seen in March. Some metrics have dipped, others show signs of improving consistency, reflecting a steady, if cautious, consumer sentiment.

Neil Cooper-Smith, the senior analyst at Business Pilot says: “Average leads decreased by 5.5%, down from 114.7 in March to 108.4 in April, signalling a mild pullback in new enquiries. This isn’t unusual considering the shift in focus over the Easter period and other seasonal distractions. Still, lead levels remained above February, pointing to an overall upward trend compared to the winter months.”

Taking their time

Cooper-Smith adds: “Sales softened slightly, moving from 52.5 in March to 51.4 in April, a 2.1% decrease. This modest change supports the narrative that while homeowners are still converting, they may be taking more time to finalise decisions or committing to smaller projects.

“That’s echoed in the average order value, which dropped significantly from £5,990 in March to £3,994 in April – a 33.3% decrease. While this seems stark, it points to a stabilisation following March’s spike, which likely included a number of significant orders. April’s figure is still well above February’s £3,688, reinforcing the view that consumer investment is still healthy, albeit more measured.

“Conversion rates improved slightly, up from 39.6% in March to 39.9% in April, representing a 0.8% increase. While marginal, it’s a positive signal that a higher proportion of enquiries are being turned into business, suggesting more decisive buying behaviour.”

Steady as she goes

Cooper-Smith says: “In our view, the data from April signals a normalising market. After a buoyant March, April’s results are reassuringly steady. Installers should be confident in sustained interest but must continue to offer value, clarity and excellent service to maintain high conversion.

“This is also a timely reminder of the power of data. Business Pilot gives you complete visibility into what’s working and where to focus efforts – it’s this kind of insight that allows businesses to pivot quickly and maintain profitability, no matter how the market shifts.

Picture: Average order value is just one of the metrics measured in the Business Pilot Barometer of window and door sales.

www.businesspilot.co.uk

Article written by Cathryn Ellis
15th May 2025

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