Sales at supermarkets in September fell 2.4 percent from a year ago on a same-store basis, extending their slide to a 10th consecutive month, an industry body said Thursday.

Sales came to about ¥1.01 trillion at 8,206 outlets operated by 70 companies, with the margin of decline the biggest for any September since 2004, the Japan Chain Stores Association said. Besides groceries, supermarkets typically sell clothing, appliances and sundry goods as well.

The decline was blamed on falling consumer confidence tied to severe unemployment and income conditions, as well as ongoing price wars, the association said.

"The margin of year-on-year declines in sales has narrowed for the second consecutive month, but the sales environment remains severe in October," an association official said.

By category, clothing sales extended their nearly four-year slide with a fall of 6.1 percent, while food sales dipped 1.8 percent, down eight months in a row.