HAD our Prime Minister sunk the last of the Christmas eggnog when he promised us all a year of feeling richer?
A chipper Sir Keir Starmer returned from his holidays to assure a sullen nation that 2026 will see our clapped-out economy “turn a corner”.
More people, he boldly pledged, will soon breathe a sigh of relief as the pounds in their pocket start piling up.
Back in the real world, the only extra “change” many voters are hoping to see is a change in a leader with whom they are fast losing faith.
Sinking to historic lows in the polls, Starmer is now going for broke on tackling the cost of living.
The old political proverb of “it’s the economy, stupid” is now Downing Street’s mantra.
‘I felt like screaming’
It might even save the PM’s bacon if his fabled promises of fatter paychecks for workers actually translates into reality.
But he risks becoming the Ruben Amorim of Westminster — clinging to the same futile strategy while insisting that results will follow.
The now-ex Manchester United boss insisted his 3-4-3 formation would eventually pay off, while fed-up fans could see otherwise.
And football-loving Starmer’s repeated promises of jam tomorrow are starting to grate on a public who can see with their own eyes Things Are Not Getting Better with his high-tax, high-welfare regime.
Starmer this week trumpeted an incoming freeze to rail fares and prescription charges, a dubious £150 off energy bills, and also rises to the minimum wage.
He told the Cabinet yesterday that 2026 will be the year which proves “politics can deliver” for people.
The people themselves are not convinced, with polls showing twice as many than not think they will be worse off in 12 months.
And all this is before “Awful April” kicks in, when households are hit with increased costs to council tax, water bills, vehicle tax and TV licences — not to mention the tens of thousands who will be snared by higher tax bands.
Danni Hewson, head of financial analysis at investment platform AJ Bell, says: “Listen in to conversations at the supermarket till and most will be all about how unaffordable the weekly shop is.
“Inflation might now be at a more manageable level but that doesn’t mean prices have come down in any meaningful way.”
Many Brits will need cheering up over a stiff drink . . . but that’s if their local pub is still alive and kicking.
The hospitality sector is gasping for some relief after being throttled with punitive Budget business rates.
Many Brits will need cheering up over a stiff drink . . . but that’s if their local pub is still alive and kicking
After winning concessions on family farms, many Labour MPs want another U-turn to ease the burden on boozers.
Even one loyalist backbencher concedes that Rachel Reeves’ much-mooted business rates reform was a dud that left landlords in the lurch.
“It’s a bit like when someone orders you a Fosters but you wanted a Neck Oil, they said.
Cabinet ministers — aware of a backlash in their constituencies — are said to be turning the screw on the Chancellor to climb down in private.
We can reveal that pub bosses made their feelings known behind closed doors at the Treasury yesterday.
Ministers are in “listening mode”, one person present suggests, but support must go further than just tinkering with the opening hours.
One senior industry figure, hearing a plan could be to keep open later, said: “I felt like screaming, are you out of your mind? Licensing reform is not going to solve this.”
The rest of the High Street is not faring much better, with the New Year spelling curtains for major retailers Claire’s and The Original Factory Shop — along with 2,000 jobs.
The PM’s chief of staff Morgan McSweeney yesterday told the Cabinet that they needed to show off the “three Es” to connect with voters — emotion, empathy and evidence.
But the evidence doesn’t look great.
A survey of business leaders from the Institute of Directors has found confidence improving slightly but hiring and investment plans remain under huge pressure.
Even Tom Skinner, star of TV’s The Apprentice, has volunteered to help councils and the Government boost the High Street.
After 18 months of own goals, U-turns and unforced errors, many MPs are tearing their hair out at the lack of grip
The Bosh man wants to breathe life into town centres by putting on community events and free weekend parking.
Craig Beaumont, executive director at the Federation of Small Businesses, last night warned that the PM and the Chancellor will have to offer business more support at the Spring Statement on March 3.
He said: “A small business cost crunch is building for April with higher business rates bills, dividend taxes, sick pay bills, energy standing charges and employment costs for younger people all scheduled to rise.”
‘Old, tired cliches’
Starmer’s clarion call to his top team that their cause celebré was tackling the cost of living was met with raised eyebrows from some in Labour.
After 18 months of own goals, U-turns and unforced errors, many MPs are tearing their hair out at the lack of grip.
One Labour MP tells us: “It’s only taken the PM 18 months to wake up to the fact people are struggling like never before.
Sinking to historic lows in the polls, Starmer is now going for broke on tackling the cost of living
“Instead of the same old tired cliches from the PM about things improving, there needs to be action.”
Starmer pleaded with his Cabinet to hold their “nerve” — in other words, not to dethrone him just yet.
He said: “At the next general election we will be judged on whether we’ve delivered on things that really matter — do people feel better off, are public services improving, and do people feel safe and secure in their own community.”
He’s right this is what Labour will be judged on. But will he still be around himself?
As Amorin can testify, when the plan isn’t working, the end can come very quickly.
