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British households are bracing for a renewed cost‑of‑living squeeze as confidence in the economy hits its lowest level since autumn 2023, according to a new PwC survey.Survey Shows Sharp Drop in UK Consumer ConfidenceThe quarterly PwC survey, which tracks spending intentions and perceived financial health, recorded a confidence score of -13 in April, down from -1 in January. The score is the lowest since autumn 2023 and mirrors a rapid three‑month dip—the fastest since June 2022.Numbers Reveal Deepening Financial StrainAlmost 90% of the 2,068 respondents said they were concerned about the cost of living.80% plan to cut back spending in the next three months.Those who intend to drive less to save on fuel rose from 12% to 24% since January.Inflation measured by the CPI rose to 3.3% in March, up from 3% in February, above the Bank of England’s 2% target.Job vacancies fell for the 30th consecutive month, while permanent staff appointments dropped sharply in April.Confidence about household finances fell across all age groups, with a 20% decline in the share of under‑35s feeling financially healthy and a 9% rise in those reporting bill‑paying difficulties.Broader Economic Implications Amid Middle East ConflictThe dip in confidence coincides with heightened uncertainty from the ongoing Middle East war, which the Bank of England says will make higher inflation “unavoidable” by pushing up fuel, food and energy prices. Parallel surveys from GfK and US data show similar confidence slumps, underscoring a global ripple effect.Consumer‑facing sectors such as hospitality are hoping the summer World Cup will provide a temporary boost, while the jet‑fuel crisis may spur domestic staycations as international flights become cost‑prohibitive.What the Future May Hold for UK HouseholdsAnalysts expect sentiment to worsen before any relief, as energy and food costs remain elevated. If inflation stays above the Bank’s target, further monetary tightening could be delayed, leaving households to rely on behavioural adjustments—reduced travel, lower discretionary spend, and greater use of flexible work arrangements.Policymakers will need to balance inflation control with targeted support for the most vulnerable groups to prevent a deeper plunge in consumer spending and employment.

Retailers Slash Prices as Shop Inflation DeceleratesBritish retailers have turned to aggressive discounting across clothing, furniture and DIY categories to stimulate demand, prompting the British Retail Consortium (BRC) to report a slowdown in shop price inflation.April Shop Price Inflation Falls to 1% YoYAccording to the BRC’s monthly survey, compiled with NielsenIQ, shop price inflation rose by 1% year‑on‑year in April, down from 1.2% in March and below the three‑month average of 1.1%. Non‑food price inflation turned negative, registering -0.1% YoY versus a modest 0.1% gain in March.Shop price inflation: 1% (April) vs 1.2% (March)Three‑month average: 1.1%Non‑food inflation: -0.1% (April) vs 0.1% (March)Consumer Confidence Erodes Amid Energy ShockHouseholds are tightening belts as the Iran war drives up energy and food costs. A recent GfK survey showed UK consumer confidence in April fell to its lowest level since October 2023. Darren Jones, chief secretary to the prime minister, warned that the UK could face higher food and fuel prices for at least eight months after the conflict ends.Retail Landscape Under Pressure: Volume Drops and Wholesale StrainThe Confederation of British Industry (CBI) found sales volumes “below seasonal norms” in April, with a net balance of 68% of retailers reporting volume declines – the weakest reading since the survey began in 1983. Online retail sales fell at the fastest pace since January 2024, and wholesalers reported similar headwinds.CBI net balance of volume decline: 68% (April) vs 52% (March)Online sales drop: fastest since Jan 2024What the Discount Wave Means for the UK EconomyHelen Dickinson, BRC chief executive, noted that “with weakening consumer confidence, retailers competed harder on price to stimulate more spring spending.” However, she cautioned that the full impact of the Middle‑East conflict on consumer prices is yet to be felt.Mike Watkins of NIQ warned that rising fuel prices are already feeding higher inflation, suggesting the current discount‑driven relief may be short‑lived as supply‑chain costs rise.Outlook: Will Discounts Stall as Costs Rise?The BRC has called on the government to curb shop price inflation by fixing “non‑commodity charges” that make up roughly half of the average business energy bill. If energy‑related costs continue to climb, retailers may have less room to offer deep discounts, potentially reigniting price pressures later in the year.