Cost of residing tops voters’ issues forward of make-or-break native elections
A poll for the Mirror found the squeeze on family finances was cited by more than three in five (61%) of respondents, when asked to spell out what areas are most important
The cost of living is a top concern for voters(Image: Moyo Studio via Getty Images)
The cost of living tops voters’ concerns as they head to the polls this week in a make-or-break set of elections.
Keir Starmer is bracing for a tough night on Thursday as millions of people cast their votes for local councils in England, and the Welsh and Scottish Parliaments, in Labour’s biggest ballot box test since the general election.
An exclusive poll for the Mirror found the squeeze on family finances was cited by more than three in five (61%) of respondents, when asked to spell out what areas are most important. This was followed by improving the NHS (44%), reducing immigration (34%), and crime and policing (21%).
More than two in five people (43%) fear their household’s financial situation will get worse over the next 12 months – with more than one in seven (15%) believing it will get a lot worse. Fewer than one in five (18%) think things will get better.
People are most worried about seeing their energy bills (33%) go up, and the cost of food and drink (30%). A majority (58%) want the Government to take further action to help with energy costs as the Iran war sends global prices rocketing.
The survey by Deltapoll lays bare the challenge for Mr Starmer as Labour faces a hammering at the polls. Reform UK leads among voters across Britain if they were faced with a general election on 29%, with Labour on 21%, the Tories on 19%, the Greens on 12%, and 9% for the Lib Dems. Only half (50%) of those who voted for Labour in 2024 would still vote for them today, with Reform and Greens the main beneficiaries.
In Scotland, the SNP are in pole position on 35%, followed by Labour on 23% and Reform on 17%. In Wales, Reform and Plaid Cymru are tussling for first place on 25% and 24% respectively, with Labour close behind on 22%.
All the party leaders have negative approval ratings, but Kemi Badenoch fares best on -2, with Nigel Farage on -3. Green leader Zack Polanski and Sir Ed Davey of the Lib Dems are tied on -8, while Keir Starmer fares worst on -44. Fewer than a quarter of respondents (24%) think that the PM is doing well in his job.
TUC general secretary Paul Nowak said: “It’s no surprise that the cost of living is the number one issue for voters. Millions were already struggling before Trump’s illegal war. Now they are being hammered by Trumpflation, as fuel and housing costs soar.
“For working people – after a brutal decade and a half under the Tories – this means more anxiety, more pressure and more sleepless nights about how to make ends meet. The longer this war drags on, the greater the risk to livelihoods across the country. That’s why ministers must pull every lever to protect firms and households.
“And those who cheered on Donald Trump’s reckless actions – like Nigel Farage and Kemi Badenoch – should hang their heads in shame. They put Trump’s warmongering above the interests of ordinary working people in Britain.”
Joe Twyman, co-founder of Deltapoll, said it could be the most important set of elections before the next General Election. “Deltapoll’s results suggest that the Government face a series of public opinion challenges, including deep and persistent concerns over the cost of living, coupled with the Prime Minister himself being very unpopular,” he said.
“At the last General Election nearly 30% of Labour MPs came from Scotland, Wales and London. A very poor performance in those three areas could set alarm bells ringing in Downing Street – and more bad news from other parts of England will only add to the misery.”
A Labour campaign source said: “We’re out speaking to people across the country and fighting for every vote. Easing the cost of living is our key priority, alongside the important work we’re doing to fix our NHS and bringing investment into local communities.
“But we know families are still struggling. We’re rolling out more free breakfast clubs, expanding free school meals, and we’ve boosted pay for millions of low earners. We also recently lifted the two child limit – which will start lifting nearly half a million kids out of poverty.
“There’s a clear choice on Thursday. A Labour Party that’s on your side. Or Nigel Farage and Reform, who are not on your side, they’re just in it for themselves.”
Deltapoll interviewed 3,353 British adults online between 26th April and 1st May 2026, including 1,012 respondents in Wales and 1,041 respondents in Scotland. The data have been weighted to be representative of the British adult population as a whole.
