The 2024 general election offered unprecedented choice at the ballot box, but ironically with an outcome that seemed certain from the start. The election set a record for candidates standing, driven by two developments: first, the emergence of national five-party politics, with Labour, the Conservatives, the Liberal Democrats, Reform UK and the Greens all standing candidates in at least 90% of seats in Great Britain; and, second, a range of small parties and Independent candidates won substantial support, including more Independents returned to Parliament than in any general election since 1945. Not only were there more candidates than ever, but voters were also more willing to look beyond the traditional parties, with the combined share of the vote for the Conservatives, Labour and the Liberal Democrats falling below 70% for the first time since the introduction of the universal franchise.