New figures from the British Retail Consortium reveal a 28th consecutive month of falling prices.
The UK has entered a period of deflation for the first time in 55 years, with prices falling by 0.1 per cent in the year to April. However, experts say it won't last.
Record price cuts in high street stores have brought the UK economy a “step-closer” to slumping into deflation.
The global economy has slowed and as a result the UK could become caught up in the same deflationary conditions the Eurozone is currently experiencing.
Beneath the headlines, recent data continues to mask the mixed realities faced by the currency union's members, especially those to the south of the Frankfurt-based European Central Bank (ECB) who is responsible for maintaining price stability across the bloc.
The British Retail Consortium (BRC) have announced shop prices are falling for the 15th consecutive month – and deflation has actually increased to 1.9%.