Headline score bounces back six points in November despite ongoing cost-of-living concerns
GfK’s long-running Consumer Confidence Index increased six points to -24 in November. All five measures were up in comparison to last month’s announcement.
Joe Staton, Client Strategy Director GfK, says: “Consumer confidence strengthened in November with improvements across all measures. Recent ups and downs in confidence have underlined the nation’s topsy-turvy economic mood as encouraging news about falling inflation and wage growth is offset by high personal taxation, alongside costly fuel and energy bills. Although the Overall Index Score is still tracking firmly in negative territory, it is good to see that consumers are more optimistic about their personal financial situation. This shows people are thinking about their future with increased confidence and willingness to look beyond the short-term. The dramatic 10-point jump in our major purchase sub-measure, reversing some of the worrying 14-point drop we saw last month, will be good news for retailers looking to benefit from Black Friday and Christmas. Despite the acute cost-of-living pressures, many would still like to loosen their purse strings just a little so they can enjoy that feel-good factor we all associate with the festive season.”
UK Consumer Confidence Measures – November 2023
The Overall Index Score increased six points to -24 in November. All five measures were up in comparison to last month’s announcement.
Personal Financial Situation
The index measuring changes in personal finances during the last year is up three points at -16; this is eight points better than November 2022.
The forecast for personal finances over the next 12 months increased five points to -3, which is 26 points higher than this time last year.
General Economic Situation
The measure for the general economic situation of the country during the last 12 months is up five points at -49; this is 18 points higher than in November 2022.
Expectations for the general economic situation over the next 12 months have increased by six points to -26; this is 32 points better than November 2022.
Major Purchase Index
The Major Purchase Index is up 10 points to -24; this is 14 points higher than this month last year.
Savings Index
The Savings Index is up four points at +29; this is eight points higher than this time last year.
Notes to editor
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- The UK Consumer Confidence Barometer is conducted by GfK.
- This month’s survey was conducted among a sample of 2,000 individuals aged 16+.
- Quotas are imposed on age, sex, region and social class to ensure the final sample is representative of the UK population.
- Interviewing was conducted between November 1st and November 14th 2023.
- The figures contained within the Consumer Confidence Barometer have an estimated margin of error of +/-2%.
- The Overall Index Score is calculated using underlying data that runs to two decimal points.
- The next press release dates are: December 15th, January 26th, February 23rd and March 22nd.
- Any published material requires a reference to GfK e.g. ‘Research carried out by GfK’.
- This study has been running since 1974. Back data is available from 2006.
- The table below provides an overview of the questions asked to obtain the individual index measures:
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Personal Financial Situation (Q1/Q2) |
This index is based on the following questions to consumers: ‘How has the financial situation of your household changed over the last 12 months?’ ‘How do you expect the financial position of your household to change over the next 12 months?’ (a lot better – a little better – stay(ed) the same – a little worse – a lot worse) |
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General Economic Situation (Q3/Q4) |
This index is based on the following questions to consumers: ‘How do you think the general economic situation in this country has changed over the last 12 months?’ ‘How do you expect the general economic situation in this country to develop over the next 12 months?’ (a lot better – a little better – stay(ed) the same – a little worse – a lot worse) |
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Major Purchase Index (Q8) |
This index is based on the following question to consumers: ‘In view of the general economic situation, do you think now is the right time for people to make major purchases such as furniture or electrical goods?’ (right time – neither right nor wrong time – wrong time) |
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Savings Index (Q10)
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This index is based on the following question to consumers: ‘In view of the general economic situation do you think now is?’ (a very good time to save – a fairly good time to save – not a good time to save – a very bad time to save) (Commented on but not included in the Index Score) |
About the GfK Consumer Confidence Barometer powered by NIM
There is no other consumer research project with the longevity, rigor, and reliability of GfK’s Consumer Confidence Barometer (CCB). Each month since January 1974, it has provided a snapshot of how UK consumers feel about the crucial economic topics today and their outlook for the next 12 months. It has provided insight into the UK’s thinking through boom and bust, the Brexit vote, and most recently the coronavirus pandemic. Since October 2023, GfK has been cooperating with the Nuremberg Institute for Market Decisions (NIM), GfK’s not-for-profit founder, on the Consumer Confidence Barometer. The aim of the cooperation is to provide even more in-depth analysis of the reasons behind shifts in consumer confidence. GfK’s high-quality survey methodology and rigorous processes have not changed so there is no impact on the CCB dataset and trends. This is the background to the sourcing in the release, ‘GfK Consumer Confidence Barometer powered by NIM’.
About GfK
For over 89 years, we have earned the trust of our clients around the world by solving critical questions in their decision-making process. We fuel their growth by providing a complete understanding of their consumers’ buying behavior, and the dynamics impacting their markets, brands and media trends. In 2023, GfK combined with NIQ, bringing together two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights – delivered with advanced analytics through state-of-the-art platforms – GfK drives “Growth from Knowledge”. For more information, visit www.gfk.com or follow www.twitter.com/GfK.
Nuremberg Institute for Market Decisions (NIM)
The Nuremberg Institute for Market Decisions (NIM) is a non-profit research institute at the interface of academia and practice. NIM examines how consumer decisions change due to new technology, societal trends or the application of behavioral science, and what the resulting micro- and macroeconomic impacts are for the market and for society as a whole. A better understanding of consumer decisions and their impacts helps society, businesses, politics, and consumers make better decisions with regard to “prosperity for all” in the sense of the social-ecological market system. The Nuremberg Institute for Market Decisions is the founder of GfK. For more information, visit www.nim.org/en
