Sales figures on the high street fell flat in July despite retailers going to lengths to entice shoppers with huge discounts.
According to the high street sales tracker from the UK arm of international accounting firm BDO, there was no growth in year-on-year sales despite retailers covering their stores in red banners and providing discounts of up to 70 per cent.
The final week of July saw an increase in sales but this was because of an extended sales season.
BDO also said high street footfall also went down for the first three weeks of July.
This is the sixth month in a row that retailers have had no sales growth, with fashion sales performing the worst compared homeware and online sales.
The growth in non-store sales was the sector's best since September 2015, BDO said, and some fashion outlets benefited from double or even triple online sales growth in July.