Shop price inflation in non-food sector slows to 1.3% in March.
Shop price inflation for the non-food sector, which includes jewellery and watches, fell for the first time since the VAT increase, slowing to 1.3 percent in March from 1.9 percent in February.
The latest figures from the BRC-Neilsen Shop Price Index also showed that overall shop price inflation also slowed in March to 1.2 percent from 1.7 percent in February.
British Retail Consortium director-general Stephen Robertson said: "The competitive battle is even fiercer than usual as retailers fight it out to overcome the reluctance of customers to spend caused by pre-election uncertainty. Falling shop price inflation is particularly welcome relief for consumers as they face sharp rises in other living costs, such as fuel."