Clothing and footwear prices fell 7.1% year on year in April, highlighting the level of discounting on the high street in the run-up to summer.
Across all sectors, prices fell by 1.7%, according to the British Retail Consortium-Nielsen Shop Price Index.
BRC chief executive Helen Dickinson said: “This month marks an important anniversary for retailers and shoppers alike. We’ve seen three years of falling shop prices, with prices falling by 1.7% in April compared to a year earlier.
“The 36 consecutive months of price falls is being driven by intense competition across the industry. It has knock on implications for margins and profitability given the combination of continued investment in digital and rising cost pressures, compounded by recent policy announcements.”