Many UK consumers are focusing on promotional labels and buy one, get one free (BOGOF) offers in order to save when shopping on the high street.

According to research by Neilsen, BOGOF and other promotions now account for 40 per cent of all sales by UK retailers, the Daily Mail reports.

Indeed, the publication noted that the impact of inflation has led to many people looking to reduce the amount they spend when heading to the shops.

"Shoppers are really feeling the pinch," said Mike Watkins, Nielsen's senior manager of retail services.

"This is now starting to impact supermarkets which have so far proved resilient to such economic factors."

The news comes at a time when the British Retail Consortium has warned that both UK customers and retailers are in for some challenging times over the coming months.

Official figures published by the Office for National Statistics show that volumes for non-food sales, particularly of clothing, footwear and household goods, significantly fell during February 2011.

Denny Bros Ltd, 08 April 2011