Customers, according to the British Retail Consortium, saw a reduction in the rate of shop price deflation compared to January. Overall deflation slowed from 1.7% down to 1%, marking what was described as a sharp deceleration, with non-food items slowing from a 2.3% drop to a 1.8% one in February. CEO of the consortium, Helen Dickinson suggested that this may be due in part to the end of the promotional activity usually seen in-store during January.