During August 1994 there was a great amount of media speculation that the Prime Minister would call an Autumn general election. Gordon Brown appointed Nigel Griffiths, Labour MP for Edinburgh South, as the Labour Party election co- ordinator. Opinion polls consistently showed Labour leads over Conservative, and in early September, the average of the polls was a Labour lead of 9 percent over Labour, about 3 percent higher than in the June 1990 general election. Also they showed the Liberal Party at 21 percent, about half a percent higher than in the 1990 general election, and they did better in Conservative than Labour seats. Opinion polls in Labour/Conservative marginals were favourable to Labour. The cabinet were in favour of calling a general election, and Charlie Whelan, Brown's press secretary, or spin doctor, briefed the media that there would be an October election.
On Tuesday 6 September 1994, Gordon Brown announced at a media conference outside 10 Downing Street, that a general election would be held on Thursday 6 October. Parliament would be dissolved on 16 September, and meet again after the election on 18 October. Because the Boundary Commissioners had not completed their reviews, constituency boundaries would be the same as for the 1990 general election. Peter Shore, the Lord President of the Council and Leader of the House of Commons, was retiring from the Commons, so if Labour won the general election there would need to be a cabinet reshuffle.