A tape measure construction comprising a casing, a tapeline coiled within the casing, a tape retaining hook attached to the leading end of the tapeline, apparatus for automatically retracting the tapeline into the casing, and a resilient deformable bumper for preventing the tape retaining hook from slamming into the casing as the tapeline is retracted into the casing is disclosed. The tape bumper is constructed of a resilient, deformable material and comprises a main body section and a tape retaining hook engaging section, defining an open space or aperture therebetween. The front face of the bumper hook engaging portion is convex in shape, in order that as the flat surface of the tape hook engages the bumper, the bumper deforms progressively to cushion and absorb the shock of impact of the tape hook slamming against the measuring tape casing, by progressively increasing the resistance to deformation, thus progressively increasing the shock absorbing effect thereof.