Overall shop price inflation stood at zero last month after two consecutive months of deflation.
According to the BRC-Nielsen Shop Price Index, non-food deflation was 1.3% in October from 1.4% in September.
BRC director general Stephen Robertson said: “This is a great time to be a customer. Overall shop prices are no more than they were a year ago.
“The price of non-food goods has been deflationary for eleven months in a row – with the biggest falls in clothing, footwear and electricals.”
He added: “Christmas is lining up to be a punch-up between retailers as they battle it out for market share. Customers can reap the benefits from all the promotions and discounts.”
Nielsen senior manager, retailer services, Mike Watkins said: “The latest data seems to show that shop prices have now stabilised which will help shoppers as they plan their budgets in the run up to Christmas.