OK. Here's an example.
I am worried about what is to come - note, not what is happening.
So I stop spending as much money, even though (luckily and fortunately) I don't actually - yet - need to stop spending money.
Each week I spend less at the supermarket. So all the companies whose goods are on the shelves in the supermarket see fewer sales.
If they sell less, they make less money. If they make less money, their profits go down. As they have shareholders to answer to, they have to examine their costs, to make sure that they can be as efficient as possible, to make as much profit as they can.
If they're selling less, they don't need to make as much - which then means they probably have too many people involved making stuff.
So this then ends up in someone being made redundant.
At the same time as spending less at the supermarket, I may also decide to spend less elsewhere. Instead of going to the hairdressers every 6 weeks, I spin it out to every 8 weeks. This is fine for me, but obviously means less business for the hairdresser.
Or, instead of having my legs waxed every 3 months or so, I resort to using a home treatment which is a fraction of the cost. Obviously the company that makes this benefits, but the salon where I used to go no longer has my custom.
Therefore each time we choose not to spend, there is a potential consequence. In 'normal' circumstances this is fine, as there are always people spending more for all of those of us who might be spending less - for whatever reason. But in climates as we have now, when most of us are fearful (even if we are not directly/immediately affected), what we are seeing is a mass withdrawal of money from consumer markets, so that the impact on the economy is immense.
Which is why the government wants to encourage us to spend more money where we can.
HTH!