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.
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.
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The data can also help track how consumers feel about their financial position and the economy more broadly.
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