Supermarket shoppers are being offered record levels of "two for one" and other discounts as consumer spending goes into freefall.
More than 40% of all supermarket sales this week came from food, drink and other groceries that were below their normal price, the highest ever figure. The price-cut blitz follows figures from top high street names showing the scale of shoppers' financial distress.
Since the start of the year, inflation has risen to 4.4%, while earnings are growing only by about 2.5%.
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