Consumer surplus: paying less than you would have
Consumer surplus = willingness to pay minus what is actually paid — the area below the demand curve and above the price.
Every point on a demand curve tells you the maximum a consumer is willing to pay for that unit. Because there is a single market price, many consumers end up paying less than they would have been willing to pay. That gain is consumer surplus.
Consumer surplus is the difference between the total amount consumers are willing to pay for a good and the total amount they actually pay.
On a diagram, it is the area that sits below the demand curve and above the market price — the green triangle below.
Think of a concert ticket priced at £40. One fan would have paid £70, another £55, another exactly £40. The first fan enjoys £30 of consumer surplus, the second £15, the last £0. Add up everyone's individual gains and you get the triangle below the demand curve and above the £40 price.
Why it slopes: the demand curve slopes downward because of diminishing marginal utility, so the earliest units are worth a lot (high willingness to pay) and later units are worth less — which is exactly why the surplus is largest at the top and shrinks to zero at the market price.
- Consumer surplus = willingness to pay − price actually paid.
- It is the area BELOW the demand curve and ABOVE the market price.
- The demand curve shows each consumer's maximum willingness to pay.
- A lower market price widens the gap → more consumer surplus.
See the full worked example for consumer and producer surplus - price determination →