A long-running measure of consumer confidence has slumped to levels last seen at the start of the year following warnings of "tough choices" ahead in the looming budget.
GfK's Consumer Confidence Index fell seven points in September to minus 20, with significant drops in predictions for personal finances and the general economy over the coming year.
The report's authors suggested it was "not encouraging news" for the new government, which has made growing the economy its top priority.
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But within weeks of taking the post of chancellor, Rachel Reeves - followed by prime minister Sir Keir Starmer - moved to warn of a legacy £22bn "black hole" in the public finances and said it would result in a painful budget on 30 October.
Among measures already taken include cuts to winter fuel payments, leaving up to 10 million pensioners up to £300 worse off, and inflation-busting public sector pay settlements.
Tax rises and spending cuts are widely expected in next month's statement to MPs though The Times reported on Friday that a decision by the Bank of England to slow a programme of loss-making bond sales would leave Ms Reeves £10bn better off than she had anticipated.
It added that she was still expected to push forward with her budget plans anyway as a signal of her commitment to fiscal discipline.
The latest snapshot on the public finances, released by the Office for National Statistics (ONS) on Friday showed net borrowing of £13.7bn during August.
Its chief economist, Grant Fitzner, said: "Borrowing was up by over £3bn last month on 2023's figure, and was the third highest August borrowing on record.
"Central government tax receipts grew strongly, but this was outweighed by higher expenditure, largely driven by benefits uprating and higher spending on public services due to increased running costs and pay."
Consumer spending accounts for around 60% of the UK economy.
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Tap hereData released separately on Friday showed a 1% rise in retail sales volumes during August in the wake of weakness, mostly blamed on poor weather, over the previous couple of months.
The ONS said that the increase was driven by supermarket sales, as demand for BBQ food and drinks rose due to the arrival of some sunshine over the key holiday month.
It also credited discounting by clothing retailers.
The data chimes with the latest updates from big retailers, including Next and B&Q's owner, which have spoken of weak demand for so-called big ticket items such as home furnishings and kitchens respectively.
GfK's closely-watched survey showed expectations for the general economy over the next 12 months fell by 12 points to -27, while the forecast for personal finances was down nine points to -3.
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Commenting on its key measures, including the headline figure, consumer insights director at GfK Neil Bellamy said: "These three measures are key forward-looking indicators so despite stable inflation and the prospect of further cuts in the base interest rate, this is not encouraging news for the UK's new government."
He added: "Strong consumer confidence matters because it underpins economic growth and is a significant driver of shoppers' willingness to spend.
"Following the withdrawal of the winter fuel payments, and clear warnings of further difficult decisions to come on tax, spending and welfare, consumers are nervously awaiting the budget decisions on October 30."
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