The Savanta survey, commissioned by the Liberal Democrats, found 59% of UK adults support a ‘Buy British’ campaign in response, with support rising to 81% among those over 65.

Despite this public sentiment, both Downing Street and Chancellor Rachel Reeves have rejected calls for such a campaign. Ms Reeves warned against the UK becoming “inward looking”, arguing that increasing trade barriers would harm the economy, inflation, and supply chains. She stated that while individuals can choose UK goods, official policy should not promote protectionism.

The Prime Minister’s spokesperson echoed this, emphasising the UK’s status as an “open trading nation” aiming for fewer global trade barriers. He asserted that a ‘Buy British’ campaign contradicts this agenda, although claiming the UK government maintains a “two-pronged approach” of simultaneously supporting British manufacturers and producers through other programmes.

The Liberal Democrats are urging the government to heed public opinion and launch a national effort to support UK businesses. Treasury spokesperson Daisy Cooper described it as a way to send a “collective message to the White House” and called for accompanying measures like reforming business rates.

The poll of 2,170 UK adults was conducted online between 4 and 6 April 2025. This comes as the UK government attempts to negotiate an exemption from the US tariffs, which Mr Trump has indicated he is not currently looking to pause.