Try something like this:
;
with B as
(
select sum(isnull(Due_Amount, 0) - isnull(Payment_amount, 0)) as Balance
from Retailer_Statement
where Retailer_Name = 'jewel' and Date < '2021-10-25'
),
Q as
(
select null as Date, 'Previous balance' as name, null as address, null as Contact_no, null as Due, null as Payment, Balance, 0 as g
from B
union all
select
a.Date,
a.Retailer_Name as name,
a.Retailer_Address as addres,
a.Contact_No as Contact_no,
a.Due_Amount as Due,
a.Payment_amount As Payment,
Balance + sum(isnull(a.Due_Amount,0)-isnull(a.Payment_amount,0)) OVER( ORDER BY [Date] ROWS BETWEEN UNBOUNDED PRECEDING AND CURRENT ROW) as Balance,
1
from Retailer_Statement a
cross apply B
where a.Retailer_Name='jewel'
and Date Between '2021-10-25' and '2021-10-28'
)
select Date, name, address, Contact_no, Due, Payment, Balance
from Q
order by g, date