Budget fears and unseasonably warm weather meant consumers spent 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.
A drop of 0.3% was forecasted by economists polled by the Reuters news agency.
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The main fall off in buying was in clothing stores, which fell by 3.1% over the month as October temperatures remained high. Retailers cross the board, however, reported consumers held back on spending ahead of the budget, the ONS added.
Just a month earlier, in September, spending rose 0.1%.
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.
Also released on Friday was news of a rise in consumer confidence in the weeks following the budget and the US election.
Market research company GfK’s long-running consumer confidence index “jumped” in November, the company said.
It noted that inflation has yet to be tamed with people still feeling acute cost-of-living pressures.
It will take time for the UK’s new government to deliver on its promise of change, it added.
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