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Threat of US trade war drives UK consumer confidence down to record low

The threat of a US trade war has driven UK consumer confidence down to its lowest level on record, the British Retail Consortium reports today.

Its latest healthcheck on shoppers found that people were much more negative about the state of the UK economy, and of their own financial situation.

The survey was conducted between the 4th and the 7th April, which covers the period immediately after Donald Trump announced new tariffs on US trading partners.

It rather bolsters Andrew Bailey’s warning that the US trade war will hurt UK growth (see opening post).

Helen Dickinson, chief executive of the British Retail Consortium, says:

“With fieldwork completed just days after Donald Trump’s “Liberation Day” tariffs, it is unsurprising that consumer expectations for the economy plummeted to a record low. The original tariff schedule, since reduced for most countries, was expected to reduce growth in the UK and elsewhere. Yet despite this economic pessimism, expectations of retail spending rose slightly as the prospect of Easter shopping drew closer.

Here’s the details:

  • The state of the economy dropped significantly to -48 in April, down from -35 in March.

  • Their personal financial situation worsened to -16 in April, down from -10 in March.

  • Their personal spending on retail rose to +3 in April, up from 0 in March.

  • Their personal spending overall fell slightly to +10 in April, down from +11 in March.

  • Their personal saving rose slightly to -4 in April, up from -5 in March.

A chart showing UK consumer confidence
A chart showing UK consumer confidence Photograph: British Retail Consortium

The survey does not catch the reaction to Trump’s decision on 9 April to pause most tariffs for 90 days.

Dickinson warns, though, that confidence is still weak despite that u-turn:

“Even with a pause on many of the US tariffs, business and consumer confidence remains fragile. The risk of higher global prices is an unwanted addition to the £7bn in new costs hitting retailers this year from higher employer National Insurance, increased NLW, and a new packaging tax.

Many retailers are also concerned about the risk of cheap Chinese products being diverted from the US to other destinations, including the UK.

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Key events

Wall Street is on track to drop when trading resumes in New York.

The Dow Jones industrial average is expected to drop by 0.7%, or around 250 points, according to the futures markets. Similar-sized losses are expected on the S&P 500 and the Nasdaq.

There’s anxiety after Donald Trump indicated last night that his administration could reimpose tariffs it paused on 9 April within “the next two, three weeks” if countries haven’t struck a deal – rather than maintaining the current 90-day pause.

Speaking at the White House, the US president said:

“In the end, I think what’s going to happen is, we’re going to have a great deals, and by the way, if we don’t have a deal with a company or a country, we’re going to set the tariff. I’d say over the next couple of weeks, wouldn’t you say? I think so. Over the next two, three weeks.”

Our US Politics Live blog has full details:

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Posted: 2025-04-24 10:47:30

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