How do you describe a right shift in demand?

Demand shifts to the right when there is an increase in the quantity of goods and services that people are willing and able to buy at each price point. This is caused by the non-price factors of demand (PIRATES).

What are the factors that shift the demand curve?

The factors that shift the demand curve are the non-price factors remembered by the mnemonic PIRATES: Population, Incomes, Related goods (complementary goods and substitute goods), Advertising, Trends (new fashion etc.), Expectations (e.g., toilet roll during covid), and Seasons (e.g., ice cream or holiday packages).

Y12 Microeconomics Notes

Demand | A-Level Economics Notes

Jaisul Naik

05 Feb 2026 • 1 min read

These revision notes cover everything you need to know about Demand for A-Level Economics. They're designed for students studying AQA A-Level Economics, Edexcel A-Level Economics, and Edexcel International A-Level Economics. Written by Jaisul Naik, UCL Economics graduate and A-Level Economics tutor since 2017.

What is demand?

Demand is the number of goods and services that consumers are willing and able to buy at each given price.

Why is the demand curve downward sloping?

The demand curve is downward sloping (inverse relationship)

At higher prices, quantity demanded is lower because goods and services are less affordable so less people are willing and able to buy.

Demand is also downward sloping due to the law of diminishing marginal utility.

What is diminishing marginal utility?

Diminishing marginal utility theory states that when individuals consume an extra unit of a good or service, there is a decrease in the extra satisfaction the consumer gains