The election was fiercely fought, with contests taking place in more than half of the constituencies, which was unusual for the time.

Despite the level of public involvement, however, with the Whigs having consolidated their control over virtually every branch of government, Walpole's party commanded almost a monopoly of electoral patronage, and was therefore able to increase its majority in Parliament even as its popular support fell.

In the midst of the election, word came from France of a Jacobite plot aimed at an imminent coup d'état.

Previously election results had broadly reflected the opinion of at least the minority of adult males who had the vote, although the system had always been subject to the influence of corruption and patronage.

The returning officer in each county or parliamentary borough fixed the precise date (see hustings for details of the conduct of the elections).