Today's Guardian article, "[Local elections: Tories tipped for heavy losses](https://www.theguardian.com/politics/2019/may/02/local-elections-polls-open-as-tories-tipped-for-heavy-losses)," contains the following statement:

> 
> ...the Conservatives could lose about 500 seats to the Lib Dems and 300
>  to Labour. The latter traditionally makes fewer gains **in the shires**,
>  where many of the elections are being held.
> 
> 
> 

I've never before heard the expression "the shires". What does this refer to? Is it strictly a geographic reference or does it have a more subtle political or demographic meaning?

This was referring to local council elections affecting English and Northern Irish councils.