The price of non-food products fell month on month in April.
Prices dropped at a rate of 2.2% for non-food items, compared to a 1.9% drop in March, according to the BRC-Nielsen Shop Price Index.
Helen Dickinson, chief executive of the British Retail Consortium, said: “As negotiations on Brexit continue to play out against this backdrop the importance of addressing the issue of frictionless movement of goods across borders is increasing. Retailers must have clarity on this position if they are to continue to provide a wide range of goods for consumers at affordable prices.”
Mike Watkins, head of retailer and business insight at Nielsen, added: “With weak consumer demand, any success in sales performance is coming at the expense of retailer’s margins, with lower prices in non-food.
“Recent industry data suggests poor footfall and with unseasonably cool weather punctuated by a brief hot spell, sales momentum has been hard to sustain. So whilst promotional activity continued after Easter, retailers are still keeping prices competitive to tempt shoppers back into store as consumers are not yet feeling better off.”