Like for like sales were up just 0.5% in September, compared to the same month in 2009, though food sales (including drinks) rose by a slightly more encouraging 2.1%.
Joanne Denney-Finch, chief executive of research firm IGD, said: “Food and drink sales continued to grow through August, but it was a modest month. Intense promotional activity is allowing shoppers to mitigate the effects of food inflation.
“Looking ahead, IGD ShopperTrack research shows that a quarter of shoppers will be more focused on saving money in the next 12 months, with nine in 10 consumers expecting prices to go up.
“Now Christmas is just around the corner, many retailers already have seasonal aisles in place and are starting to advertise gifts and festive fare. The industry will be hoping for Hallowe’en to boost sales in October as the countdown to the critical festive period begins in earnest.”