Retailers failed to bask in the glow of Team GB's Olympic success last month after figures showed the sector's worst sales this year.
Retail sales values were down by 0.4% on a like-for-like basis last month, the British Retail Consortium said, the lowest since November last year, when excluding April, which was heavily distorted by Easter timings.
The sporting event gave a mild boost to food sales in the form of party food and drink, the BRC said, but the net effect of the Games was minimal as lower footfall in London hit sales.
Stephen Robertson, director general of the BRC, which represents some 60% of retailers, said:
It's clear people were absorbed by the magnificent Olympics and had little interest in shopping, especially for major items.