The decline of shop prices continues to slow, as figures from April show “the shallowest rate of deflation” seen since November 2013. Prices fell by 0.5% in the month, a significant decline from the 0.8% drop shown in March, as shops battled with rising import costs whilst remaining competitive with other stores. CEO of the BRC, Helen Dickinson noted that “non- food categories were the biggest contributor to the easing of overall deflation this month, recording the shallowest rate since April 2013.”