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Gold has hit an all-time high surpassing levels seen during the Covid-19 pandemic and the beginning of Russia’s full-scale invasion of Ukraine.

The trigger? Not a confluence of factors, as it is generally, but one person – Donald Trump – and his full-blown trade war that has ended ‘the world as we know it’.

One product of this 21st century gold rush is a TikTok, that has racked up millions of views, of a man casually unloading a gold bar he purchased inCostco to sell.

‘Last year, I bought this one ounce (28 grams) gold bar for $2,359 (£1,805) from Costco,’ video creator Humphrey Yang explains. ‘Today I am going to sell it…’

He eventually manages to sell it for $2,955 (£2,258), profiting a whooping $596 (£450).

It is an example of the market right now as the precious metal surpassed £2,442 per ounce on Friday morning – its highest ever price.

This spike has also prompted discussions on Reddit’s r/investing forum, where people are debating whether gold’s rally is actually sustainable.

‘Is this the start of a larger trend?’ ‘What other alternative investments are there?’ ‘What is going to happen in the next few months?’ These are some of the questions users are anxiously asking.

Shift towards gold ‘well underway’

Richard Hunter, head of markets at Interactive Investor, told Metro the shift toward gold is already well underway.

‘The surge in popularity is already happening. The gold price is up by about 21%. That is just this year, and it is constantly testing new record highs,’ he said.

What is unusual this time is the influence of one person, the US president.

Hunter said: ‘There are so many factors at play, but at a high level, market crises are usually caused by a confluence of issues. This time, rather oddly, it is largely down to one person.

‘The “tariff trauma” we are seeing is escalating daily and it is triggering a backlash against the States.’

That uncertainty has reignited interest in traditional ‘safe havens’ like gold.

‘What investors have been doing is searching for haven alternatives where they hope they can ride out some of this storm,’ Hunter explained.

‘What we have seen in the currency markets is particular strength in Swiss franc and Japanese yen. And arguably, the ultimate haven asset is gold.

‘There has been, as we discussed, a real meaningful amount of investment flowing into gold.’

‘Almost guaranteed’ volatility in next 90 days

As for what is next, Hunter stressed he can ‘almost guarantee’ volatility for the next three months as Trump announced a 90-day pause on tariffs with the exception of China.

While the rest of the world has the period to negotiate another deal, China – the second largest economy – will have its tariffs increased to 125% from 104%.

This came after the country announced additionaltariffs against the US earlier Wednesday.

Hunter commented on this development: ‘When you have got the world’s two largest economies at loggerheads, it is going to show cracks in the system. And that is exactly what is happening.’

British shoppers flock to buy gold

It is not just investors pivoting toward ‘safe haven’ gold, British shoppers are as well.

Dan Rennie, director at jeweller Rennie & Co in London, told Metro that the demand for gold jewellery has spiked despite the price surge.

‘Ironically, with the price of gold going up, we are actually selling more of it, especially when it comes to wedding rings.’

‘Over the last decade or two, platinum dominated. But in the last year, we are definitely seeing a shift back to 18 karat yellow gold.

‘Whether it is a fashion trend or the perception of exclusivity, people are drawn to it.’

For jewellers like Rennie & Co, the cost of gold is becoming much harder to ignore.

Over the past year, Rennie said he has had to raise prices three or four times, not because of labour or other costs, but purely due to gold itself.

‘We last adjusted maybe a month or two ago, and even now we are starting to fall behind again. So I am sure at some point we will need to reassess.’

Gold has a long track record of surging during times of crisis, with people rushing to buy as trust in institutions wobbled.

Prices soared in the aftermath of 9/11 and during the 2008 financial crash, and hit previous record highs again during the pandemic.

Get in touch with our news team by emailing us at webnews@metro.co.uk.

For more stories like this, check our news page.

‘At the end of the day, I’m a woman.’

China’s leader, Xi Jinping, has said his nation is ‘not afraid’.

It doesn’t seem like there will be any winners after the US essentially declared a trade war with the rest of the world – except, perhaps, for Donald Trump and his friends.

Stock markets around the world plunged to almost record low levels after tariffs went into effect following the US president’s so-called ‘Liberation Day’, which he promised would Make America Wealthy Again.

He may have since issued a 90-day freeze on introducing so-called reciprocal tariffs (for everyone except China, that is) but the introduction of those tariffs in the first place has caused volatility across the globe – except maybe for those who are already wealthy.

PM Keir Starmer has warned that Trump’s sweeping tariffs have ended the ‘world as we knew it’, insisting that ‘nobody wins from a trade war’.

But some UK cities will be hit harder than others, depending on where these industries are based.

Centre for Cities, a charity ‘dedicated to improving the economies of the UK’s largest cities and towns’, has revealed the impact of Trump’s tariffs on our cities.

Which UK city will be hit hardest by Trump’s tariffs?

Centre for Cities says: ‘The global tariff imposed by the United States looks set to significantly affect the UK economy.

‘Every corner of the UK will feel the economic impact, but the damage will not spread equally across places.

‘Places with more goods exports, to the US or in general, can expect stronger impacts. 

‘The US tariffs will affect all goods exports from the UK. So the share of US goods exports in all exports is a good way to measure the exposure of a city to the tariffs.’

According to shares of US goods exports in total exports by place-based units of analysis (PUA), the most exposed city is Coventry, where 22.1% of its total exports are estimated to go to the US.

This is followed by Derby (19.9%), Telford (13.3%), Worthing (15.3%) and Blackpool (13.3%).

London is one of the least impacted cities, with only about 3.2% of its exports heading to the US.

York is the least exposed city with about 2.7% of its exports heading to the United States, meaning it is about seven times less exposed than Coventry – with Edinburgh following shortly behind at 2.9%.

‘These cities will face less direct tariff impacts because their economies are more service-oriented, and their goods exports make up a small share of their export industries,’ Centre for Cities said.

The direct impact of impacts on different regions of the UK is also uneven, they said, with places outside London and the Greater South East region likely to be hit much harder.

Centre for Cities explained: ‘By both metrics, the West Midlands would be the most exposed area.

‘The region has a large machinery and transport sector, including car manufacturing. Wales would be the second most exposed area, though the impacts are more severe outside cities.

‘The greater south east, including London, is less exposed than the rest of the country since its economy depends more on services.

‘The greater south east is also more economically prosperous and productive than the rest of the country. So the tariffs could have a larger impact on struggling economies.’

The impact of Trump’s tariffs could therefore reinforce existing disparities across the UK’s economy, with areas outside the south east already generally being less productive.

‘As the government aims to “shelter British businesses” from the impacts of tariffs, the data shows that it will need to factor in geography as part of its response,’ the spokesperson added.

What UK goods are being hit by the tariffs?

Several UK industries will be hit unless the UK can negotiate a new trade deal, amid speculation the NHS could be on the table.

Pharmaceuticals, beer, steel and aluminium, and cars and the automotive industry are likely to be the worst impacted by Trump’s tariffs – and our mortgage rates could also be hit.

In response, the UK government suggested it could hit toilet paper, maracas, condoms, antique mosaics and 8,000 more products with import taxes if talks with the US don’t work out.

Get in touch with our news team by emailing us at webnews@metro.co.uk.

For more stories like this, check our news page.

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