Skip to content
CityAM
Main navigation
  • News
    • News
      • Latest Business News
      • Economics
      • Politics
      • Tech
      • Banking
      • FTSE 100 Live
      • Retail
      • Insurance
      • Legal
      • Property
      • Transport
      • Markets
    • From our partners
      • AON
      • Bayes Business School
      • Canada BIDs
      • Central London Alliance CIC
      • Destination City
      • Halkin
      • Olympia
      • Inside Saudi
      • Tottenham Hotspur Stadium
      • Santander X
      • YEAR SIX Dividend
    • Featured

      The next person to shop your store may not be a person at all

      AI shopping agents are rewriting the rules of online retail across North America

      Submit a story

      Tell us your story.

      Submit
  • Opinion
  • Sport
    • Latest Sports News
      • Sport
      • Sport Business
    • From our partners
      • The Morning Briefing: SBS x CityAM
      • Aramco Team Series
      • LIV Golf
    • Featured

      Cohere's Aidan Gomez bets the house on 'sovereign AI' with Aleph Alpha merger valuing the group at $20bn

      Cohere CEO Aidan Gomez on stage discussing the Toronto AI lab's strategy

      Submit a story

      Tell us your story.

      Submit
  • Life&Style
    • Life&Style
      • Life&Style
      • Toast the City Awards
      • The Magazine
      • Travel
      • Culture
      • Motoring
      • Wellness
      • The RED BULLETiN
      • Do it with Shared Ownership
      • Media Speak Hub
    • Featured

      Moonvalley's Naeem Talukdar is selling Hollywood the one thing rival AI video tools cannot: legal cover

      Moonvalley's Marey AI video model produces Hollywood-grade footage trained on licensed data

      Submit a story

      Tell us your story.

      Submit
  • Investec
  • Events
  • Latest Paper
Thursday 23 April 2026 2:27 pm  |  Updated:  Thursday 23 April 2026 2:55 pm

‘How long can the pain continue?’ Consumer confidence falls again

By: Felix Armstrong

Retail Reporter

Add as a preferred source on Google
High street bustling with shoppers and vibrant storefronts, showcasing dynamic urban life and economic activity
Brits are bracing for pricier food shops and cancelled summer holidays

Consumer confidence has fallen to its lowest level in more than two years, as fears grow that the UK economy could be ravaged by soaring inflation caused by the Iran war.

A closely-watched survey conducted by research firm GfK found consumer confidence dropped by four points to -25 in April. 

The index is another warning that Brits are preparing for the knock-on effects of the Middle East conflict to leave them worse off, after inflation jumped to 3.3 per cent in March. 

The four-point drop in consumer confidence is the biggest seen in a year, bringing the index to its lowest level since October 2023. 

This is the third consecutive drop in the long-running index, following falls of two points in March and three points in February.

Attitudes towards economy slump

The worsening outlook was driven by Brits’ gloomy opinions on the country’s economic performance over the past year, as this measure dropped by eight points just this month, taking the indicator to -51.

Attitudes towards how the UK’s economy will perform in the coming months are hardly any rosier, with this measure falling by six points to -43.

Brits’ sentiment about their personal financial situation in the past year and the year to come both dropped in April, down by four and five points respectively.

Read more

House prices fall again as property market ‘deteriorates’

The price paid for first homes has surged 7.1 per cent in a year

The savings index was the only measure which improved – up five points to 32 – in an indication that people are stockpiling cash to weather them through a difficult couple of months.

Neil Bellamy, director of consumer insights at GfK, said: “Everyone is grappling with rapid price rises, especially at the fuel pumps, which are taking a dent out of household budgets, and people know further price hikes are coming. 

“While the Gulf crisis is intensifying pressures, much of the current strain reflects earlier domestic cost increases. How long can all this disruption and pain continue?”

Brits brace for summer holiday woe

Susannah Streeter, chief investment strategist at Wealth Club, said Brits are preparing for gloomy times in the near term, as an impending jet fuel shortage risks cancelling summer holidays.

Leading British airlines wrote to the government this week, calling on Labour to suspend environmental regulations and cut taxes on flying as they prepare for higher costs.

Top German airline Lufthansa cut 20,000 flights this week as it braced for fuel shortages.

Brits are also trying to cut down on spending, Streeter said: “Inflation has already started marching higher again, and shoppers are becoming wary about spending on non-essential items.”

On Thursday, the boss of Sainsbury’s said there’s “no doubt” the Iran war will cause “pressure on food prices,” as a leading industry body warns of double-digit food inflation.

Read more

Retail sales plummet as Iran war hits consumer confidence

Busy retail store with diverse shoppers browsing aisles, highlighting vibrant displays and bustling atmosphere

Share this article

  • Facebook
  • X
  • LinkedIn
  • WhatsApp
  • Email

Similarly tagged content:

Sections

  • News

Categories

  • Business
  • Economics
  • Retail

People & Organisations

  • Consumer confidence
  • food and drink federation
  • food inflation
  • GfK
  • High Street
  • Inflation
  • jet fuel
  • lufthansa
  • NIQ
  • shopping
  • UK economy

Trending Articles

  • London Tech Week sums up everything wrong with UK tech

  • Inflation expectations at record high in interest rates signal

  • As it happened: FTSE 100 relief rally runs out of steam as BP and Shell weigh; Oil hits three-month low

  • KPMG’s Summer Friday half-day rollback signals deeper woes for Big Four giants

  • New Gluten-Free Bread Binder Simplifies the Recipe — and Boosts Bread Quality

More from CityAM

  • ZayZoon, the Calgary fintech born on a fishing boat, posts 1,487% growth as earned wage access goes mainstream

    ZayZoon co-founder Tate Hackert built the Calgary fintech around earned wage access
  • Botpress raises $25m as Quebec's Sylvain Perron pitches his startup as the 'infrastructure layer' for AI agents

    Botpress product UI: the Quebec startup pitches itself as the infrastructure layer for enterprise AI agents
  • FluidAI wins US FDA clearance for its surgical monitor as Waterloo's Youssef Helwa targets 100,000 operations

    FluidAI's Origin surgical monitor wins FDA clearance for use in US hospitals
  • Property giant Landsec bets on retail, claiming ‘no slowdown’ in consumer spending

    Property
    Landsec building exterior with modern architecture, showcasing sustainable design in urban business district
  • ‘Dire’: Rapid decline in construction as sector slashes jobs

    Economics
    Construction workers building a residential complex, symbolizing Labours push for renters rights legislation
  • WH Smith shares crater after outlook slashed on Iran war travel chaos

    Retail
    Going forward, the only remaining WH Smith shops will be in airports, train stations and motorway service stations – alongside some remaining stores in hospitals.
  • UK manufacturing survives Iran war impact

    Industrials
    Manufacturing has suffered yet another downturn in activity over September.
  • KBRA Releases Research – Energy Shock Tests Europe’s Consumer and Labour Resilience

    Business Wire
  • Terms & Conditions
  • Privacy Policy
  • Cookie Policy
  • News
  • Markets & Economics
  • Politics
  • Opinion
  • Life&Style
  • Personal Finance

Follow us for breaking news and latest updates

  • Facebook
  • X
  • Instagram
  • LinkedIn
Copyright 2026 CityAM Limited