Clothing and footwear prices were down 6.4% in January, compared to the same month in 2015.
Prices in this category fell at a steeper rate than any others in the BRC-Nielsen Shop Price Index’s non-food segment, which includes furniture, electricals, DIY and gardening, books, home entertainment and beauty.
Overall, non-food prices fell 3% in January, marking the 34th month of decline.
Shop prices including food fell by 1.8% year on year – the 33rd consecutive monthly drop.
British Retail Consortium chief executive Helen Dickinson, said: “Higher levels of consumer confidence are currently translating into other parts of consumer spending – in leisure, entertainment and eating out - rather than into shopping which is providing the backdrop to a tough trading environment for retailers but great news for shoppers.”
Mike Watkins, head of retailer and business insight at Nielsen, said: “Sales momentum in January has been slow for some retailers with shoppers seeking out the best prices online and in store, and this competition is helping keep non-food shop prices lower than a year ago.
“Many seasonal lines have also come off promotion which will have moved food prices upwards a little, but there is still no general upward pressure on prices, despite recent currency appreciations.
“Looking ahead, we expect overall shop price deflation to remain broadly unchanged for next few months.”