Official figures have charted the longest run of falling retail sales since at least 1996, following a disappointing Black Friday discount month.
The Office for National Statistics (ONS) reported a 0.6% fall in sales during November – the fourth monthly decline in a row.
On an annual basis, retails sales growth was at its weakest since October 2017 at a rate of 0.8% when the effects of fuel purchases were excluded.
Non-food sales weighed on the performance, the ONS said.
The figures were seasonally adjusted to account for Black Friday this year as the event took place so late in the month.