[1] However, the Conservatives enjoyed an upturn in fortunes as the economy quickly recovered from the Recession of 1958 under Macmillan's leadership, and his personal approval ratings remained high.

Macmillan was very popular, and was described as a politician of the centre ground; in the 1930s he had represented a constituency in northern England (Stockton-on-Tees), which had experienced large-scale unemployment and poverty during the Great Depression.

The Labour Party fought a generally effective campaign, with television broadcasts masterminded by Tony Benn under the umbrella of their manifesto entitled Britain Belongs to You, which accused the Conservatives of complacency over the growing gap between rich and poor.

[3] Labour's manifesto pledged to reverse reductions in welfare benefits, pensions, and National Health Service expenditure; renationalize the steel industry and road haulage; reform secondary education; expand consumer protections; and create the Welsh Office.

It notably promised not to fully nationalise industries which were performing efficiently and profitably, pivoting away from its earlier emphasis on socialism towards welfare capitalism.

Although Gaitskell argued revenue would be provided by economic growth, this led some voters to doubt Labour's spending plans, and is cited as a key reason for their defeat.

James Callaghan believed that the Conservatives increased their majority in part because working-class Labour voters were still angry at the party for opposing the Suez conflict.

The Daily Mirror, despite being a staunch supporter of the Labour Party, wished Macmillan "good luck" on its front page following his election victory.