Budget fears and unseasonably warm weather led to consumers spending far less than expected last month, according to official figures.
In a sign of a slowing economy, retail sales fell a sharp 0.7%, the Office for National Statistics (ONS) said.
The fall was larger than expected. A drop of 0.3% was forecasted by economists polled by the Reuters news agency.
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Clothing stores were particularly affected, where sales fell by 3.1% over the month as October temperatures remained high, putting shoppers off winter purchases.
Retailers across the board, however, reported consumers held back on spending ahead of the budget, the ONS added.
Just a month earlier, in September, spending rose by 0.1%.
Despite the October fall, the ONS pointed out that the trend is for sales increases on a yearly and three-monthly basis and for them to be lower than before the COVID-19 pandemic.
Retail sales figures are significant as household consumption measured by the data is the largest expenditure across the UK economy.
The data can also help track how consumers feel about their financial position and the economy more broadly.
Another signal of a slowing economy was the latest growth figures which showed a smaller-than-expected GDP (gross domestic product) measurement.
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