Economy
29 October 2022
Consumers grow more pessimistic ahead of the holiday season
Despite the economy returning to growth in Q3, there were signs of a slowdown as the all-important Q4 began.
Despite the economy returning to growth in Q3, there were signs of a slowdown as the all-important Q4 began.
Data released this week offered a snapshot of a US consumer economy that continues to see rising prices and scaled back demand for goods.
New numbers on gross domestic product, inflation and consumer sentiment came at a key time. The Federal Reserve’s top committee is set to meet on Nov. 1-2 to determine whether it will issue the latest in a series of 0.75% interest rate hikes to tame inflation, and retailers are getting ready for the holiday season.
Here’s a look at the results:
The picture painted of spending and inflation by the personal consumption expenditures index was largely unchanged from the month before, according to data released on Friday by the US Bureau of Economic Analysis.
Consumer spending rose 0.6% in September over the prior month, equal to the jump in August. An increase in spending on services such as international air travel and housing far outpaced goods, as the BEA reported a $94.7 billion increase in spending for services, while goods spending increased $18.3.
The PCE price index saw the same increases as August, too. It was 6.2% year-over-year, and 0.3% on a monthly basis. Excluding the more volatile food and energy price, the inflation measure was 5.1% annually and 0.5% on a monthly basis.
Prices for goods increased 8.1% year-over-year, while food prices were up 11.9%.
Income also grew 0.4%, just like August, while disposable income increased 0.4% as we head into the holiday season.
This report is a focal point of economists at the Federal Reserve, who meet next week to determine whether to raise interest rates once again. While it paints a picture that is the same as the month prior, it does so in a period when inflation continues to be elevated and demand isn’t cooling. Those are not the desired outcomes for the significant interest rate increase the Fed has levied in recent months, leaving the possibility of another rate hike on the table.
After two straight quarters of contraction, the US economy showed signs of growth once again in the third quarter. Gross domestic product (GDP) increased 2.6% from July-Sept., according to the BEA.
Consumer spending was among the most prominent drivers, with an increase in services such as healthcare. However, that was offset by a decrease in auto purchases and food prices, indicating that spending on goods continued to fall for the third straight quarter. The drop in goods spending slowed, falling 1.2% as opposed to a 2.6% drop in the second quarter. There was also a decrease in the import of consumer goods.
The price index increased 4.2% over the second quarter, compared with a 7.3% increase in the second quarter.
In monthly surveys that plum the psyche of consumers released this week, there are signs of some pessimism setting in.
The Consumer Confidence Index fell in October after posting back-to-back gains in August and September, according to the Conference Board. In particular, the outlook on current business and labor market conditions fell sharply, remaining in “dismal” territory, while the forward-looking expectations also declined.
This was an indicator that economic growth slowed to start the fourth quarter, said Lynn Franco, Senior Director of Economic Indicators at The Conference Board, in commentary released with the data.
There were some signs that the mood around inflation began to lift, but that is dissipating heading into the holiday season.
“Notably, concerns about inflation—which had been receding since July—picked up again, with both gas and food prices serving as main drivers,” Franco wrote. “Vacation intentions cooled; however, intentions to purchase homes, automobiles, and big-ticket appliances all rose. Looking ahead, inflationary pressures will continue to pose strong headwinds to consumer confidence and spending, which could result in a challenging holiday season for retailers. And, given inventories are already in place, if demand falls short, it may result in steep discounting which would reduce retailers’ profit margins.”
Likewise, the University of Michigan’s index of consumer sentiment rose just slightly from September, and remains near all-time lows. Given this, UMich Survey of Consumers Director Joanne Hsu noted that the slowdown in consumer spending noted in the GDP report wasn’t a surprise.
In one bright spot, buying conditions for durable goods rose 23%. But the expectations for the year ahead fell sharply by 19% to offset it.
“These divergent patterns reflect substantial uncertainty over inflation, policy responses, and developments worldwide, and consumer views are consistent with a recession ahead in the economy,” Hsu said.
Alongside continuing high inflation, there are signs that this year’s downturn in the stock market and the way that rising interest rates are affecting the housing market are beginning to take their toll as well.
“Given consumers' ongoing unease over the economy, most notably this month among higher-income consumers, any continued weakening in incomes or wealth could lead to further pullbacks in spending that would reinforce other risks of recession,” Hsu wrote. “…Uncertainty over inflation expectations remains elevated, indicating that inflation expectations are likely to remain unstable in the months ahead.”
Here are details on three more key indicators released this week:
Durable goods orders, which are orders placed with manufacturers for goods that last three years or more, increased 0.4% to $274.7 billion in September, the US Commerce Department reported. These orders were up for six of the last seven months. Excluding defense, new orders increased 1.4%. Transportation equipment drove the increase.
Retail inventories increased 0.4% on a monthly basis in September, and 2.2% year-over-year. This came as many retailers continue to work through a glut of inventory caused by supply chain disruptions. In September, Nike became the latest prominent retailer to detail how it received multiple seasons of inventory at once.
New home sales fell 10.9% month-over-month in September, and 17.6% on an annual basis. It appears the Federal Reserve’s series of big interest rate hikes are starting to have an impact. Additionally, mortgage rates rose to 7%, while construction materials remain more costly.
The retailer's marketplace is expanding quickly.
When it comes to ecommerce growth, was the pandemic a blip or a new trendsetter?
As we move further from the height of COVID-related closures, it’s a question that will start to be answered through the lens of history.
So far, the narrative of ecommerce growth in the U.S. from 2019-2022 has gone like this: Ecommerce’s share of overall retail saw a huge spike at the height of the pandemic in 2020-21, when goods in general were in demand and online shopping was necessary to preserve health and safety. Experts looked out and saw a permanent exponential change in the penetration of ecommerce as a share of retail that would last beyond the pandemic. Then, in 2022, everyone went back to stores and the trendline came back to 2019 levels. Growth was no longer exponential. There was still growth, but it was not happening as fast as during the pandemic period.
With this in mind, it’s worth pointing out that 2023 is the first year that there likely won’t be a pandemic-influenced swing to influence ecommerce growth. It is also a year where demand has suffered challenges amid inflation and interest rate hikes.
So as we seek to determine the importance of ecommerce to overall retail, it’s worth it to continue taking a close look at what growth trends retailers are seeing now, whether ecommerce is remaining resilient amid consumer pullback and how retailers are preparing for the future.
The latest example arrived this week from Macy’s. It’s a fitting one for the times. Overall, Macy’s is seeing a slowdown as consumers pull back on discretionary purchases, with sales declining 7% in the first quarter versus the same quarter of 2022. Digital sales were down 8%.
Macy’s is particularly susceptible to the macroeconomic headwinds that many brands and retailers are facing, as spending among the middle-income consumers it counts as a primary customer base is particularly softening, said GlobalData Managing Director Neil Saunders.
But while ecommerce is slowing overall, the importance it gained to Macy’s business during the pandemic is remaining in place.
In 2019, ecommerce made up 25% of Macy’s revenue, CEO Jeff Gennette told analysts on the company’s earnings call. That jumped to a high of 44% in 2020. By 2022, digital reached 33% of sales after the pandemic boom. In the first quarter of 2023, it remained at 33%. So, while the trend line dipped after shoppers returned to stores, ecommerce share still settled in at a higher post-lockdown point than it was before the pandemic.
This came in a quarter in which traffic was “relatively good” across both online and in-store, Gennette said. It was “flattish” online, and slightly up in stores.
“We do expect that this is the reset year with the penetration between them,” Gennette said. “But we do expect more aggressive growth in digital in the future versus stores as we think about '24 and beyond. And that's going to be foisted by a lot of ideas and strategies.
Over the last year, the retailer has made investments in boosting ecommerce, even as shoppers returned to stores. In a bid to boost the assortment of goods available online, Macy’s launched a marketplace in September 2022 that welcomes goods from third-party sellers.
The marketplace had an “outstanding” first quarter, said Macy’s President Tony Spring, who is poised to succeed Gennette as CEO next year. Gross merchandise value increased over 50% when compared to the fourth quarter of 2022, while the average order value and units per order for marketplace customers was 50% above those not shopping at the marketplace.
Macy’s is continuing to build the marketplace even as it racks up sales. The retailer added 450 brands, ending the quarter with 950 brands.
This is helping to draw in new customers, as well as younger existing customers who are buying more items, resulting in increased basket size.
“We're very excited as to how marketplace is really attracting the Gen Z customer, particularly in categories where it was not economically feasible for us to carry in the past,” Gennette said.
In the end, Gennette said a strong digital and social presence is key to attracting younger consumers. That's a different type of shopper than other age groups.
“We know the younger customer starts first online,” Gennette said. That behavior will still be in place as the generation gets older, and gains more buying power in the process.
Going forward, Macy’s is seeking to expand the model to other retail banners in its portfolio. Bloomingdale’s will open a marketplace in the early fall.
The Macy’s ecommerce trajectory isn’t that different from the wider U.S. ecommerce narrative detailed above. With one quarter of 2023 data, there is evidence that ecommerce share settled out at a higher point after the pandemic than where it started before COVID arrived. There is flattening now, but the retailer is taking it not as a sign of a slowdown, or a signal to change course. Rather, it sees changing consumer behavior as a reason to build for the future.