An exclusive poll for the Mirror has revealed that the cost of living is the top concern for voters as they head to the polls this week in a make-or-break set of local elections across England, Wales, and Scotland.
Key Findings from the Poll
The survey, conducted by Deltapoll, found that more than three in five respondents (61%) cited the squeeze on family finances as the most important issue. 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 worsen over the next 12 months, with over one in seven (15%) believing it will get a lot worse. Fewer than one in five (18%) think things will improve.
Energy and Food Costs Drive Anxiety
People are most worried about rising energy bills (33%) 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.
Labour Faces Tough Challenge
The poll lays bare the challenge for Prime Minister Keir Starmer as Labour braces for a difficult night on Thursday. Reform UK leads among voters across Britain if faced with a general election on 29%, with Labour on 21%, the Tories on 19%, the Greens on 12%, and the Lib Dems on 9%. Only half (50%) of those who voted for Labour in 2024 would still vote for them today, with Reform and the 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%.
Leader Approval Ratings
All party leaders have negative approval ratings, but Kemi Badenoch fares best on -2, with Nigel Farage on -3. Green leader Zack Polanski and Lib Dem leader Sir Ed Davey are tied on -8, while Keir Starmer fares worst on -44. Fewer than a quarter of respondents (24%) think that the Prime Minister is doing well in his job.
Reactions
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."
Joe Twyman, co-founder of Deltapoll, commented: "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. 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."
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. 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.
