The average shelf price of non-food items fell by 1.1% in October, an acceleration on the 0.9% deflation in September, the British Retail Consortium has said.
Overall shop prices fell by 0.2% in October, reversing the 0.2% rise in September.
The BRC said retailers were slashing prices in the face strong competition on the high street, which in the turn reflected weak consumer demand.
“This acceleration in the pace at which prices are falling comes after a few months in which changes to promotional strategies pushed non-food prices closer to inflation,” it said.
Helen Dickinson, chief executive of the BRC, added: “As we approach the Christmas period, retailers are facing stiff competition; driving down the prices of many goods including clothing and electricals.
”This comes at a particularly difficult time, with lower consumer demand, a weak pound and rising public policy costs all putting pressure on retail margins.”