Shop prices are falling at their fasted rate since 2006, according to a new report by the British Retail Consortium (BRC).
Discounts on electrical goods, as well as clothing, along with a slowdown in food inflation have left prices in shops falling at their fastest pace for seven years.
As shop prices saw their deepest deflation on record in February, the BRC reported that the yearly price change was the deepest in the history of its Shop Price Index.
While food inflation slowed to 1.1 per cent from 1.5 per cent in January, the lowest ever recorded, non-food prices dropped 3 per cent in February – also the lowest ever recorded. Electrical goods pricing fell further than any other non-food category.