UK shop price inflation went into reverse in October, according to fresh figures from the industry published on Tuesday.
Retail prices rose 1.0% in October, with inflation easing from 1.4% in September and 0.9% in August, according to the BRC-NIQ shop price monitor.
Food inflation slowed to 3.7% from 4.2% in the previous two months, while non-food prices declined by 0.4%, following falls of 0.1% and 0.8% in the past two updates.
Fresh food inflation ticked up slightly to 4.3% from 4.1%, but ambient food prices fell to 2.9% from 4.2%.
Helen Dickinson, BRC chief executive, said falling prices reflected "fierce competition amongst retailers and widespread discounting", particularly in categories like electricals and beauty, though this reflected promotions ahead of Black Friday month.
She said food prices were affected by easing global sugar prices, which helped bring down prices of chocolate and confectionary.
NIQ’s Mike Watkins noted subdued consumer sentiment and rising inflation versus a year ago but pointed to “targeted price cuts” by grocers seeking market share.
Retailers are expected to hold off price rises in the run-up to Black Friday and Christmas.
With the IMF having recently warned that UK inflation will be the highest in the G7, Dickinson called on Chancellor Rachel Reeves to "relieve some of the pressures that are keeping the cost of essentials high" in next month's Budget.