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You didn't have to be poor to be frugal. American frugality was a way of life on the prairies and farms of America for most of the eighteenth, nineteenth and first half of the twentieth century. It was only after 1950's that piles of consumer products were discarded to pile up in rubbish mountains somewhere in the Atacama desert in Chile by 2020. The over use of plastic contaminated the land and the oceans. The consumer debt led to money sent overseas that could be invested in America so that workers could have good jobs and American manufacturing could hold its place in the world as second to none.

As old habits are revived some areas in America from upstate New York to upstate Michigan still cling to the old values as shown in this report by Claire Ansberry in the WSJ. 

 

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The components in the 6.1% drop in GDP for 1st quarter 2009, from the prior quarter. See the all important graph that shows how things in the breakdown look, and how the economy is behaving, and how it might behave in the future. What is the impact of a10% drop in world trade? For the US which was abig importer, the last 2 quarters saw a shift in consumer buying habits, as economy became the norm, and frugality was in. Imports drop by 6.05%. But exports drop too, with fewer purchases of products the USA makes. THis drop was 4.06%. Consumer spending collapsed in the 4th quarter of 2008. A rebound ocurred in the 1st quarter 2009, as consumer confidence improved as aresult of strong government intervention through the $787 billion stimulus bill, and the new budget that funded priorities in health, education and energy, and supported local governments spending. Consumer spending went up by 1.5%. Residential investment went down by close to the same amount - 1.36%. What was happening in manufacturing capacity utilization. This dropped as inventories were run down, and the change in inventories was a drop of 2.79%. The feeling here is that as inventories were run down there is now the prospect of increasing production and capacity utilization. But unemployment and job losses are not figured into this, and the unknown impact of the new frugaility of the American consumer as it sets in in earnest. If consumer spending remains sluggish, then there is less prospect for increasing capacity utilization. Manufacturing capacity will either be reduced as plants close as in the auto industry, or it will remain unused. And the prospect of exports picking up the slack is remote. This gets one to the crux of the matter which is declining investment in buildings, and equipment. As businesses pull back and lay off employees, a process that will continue for many quarters into 2010 and beyond, with credit tight and demand sluggish at best, the prospect here is of large contribution to negative GDP numbers in the future. For 2009 1st quarter the decline in nonresidential investment was 4.68%, the largest component and the decisive part impacting jobs and production....

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Jeb Bush sees many who come to the U.S. looking for a better life as similiar to people who arrived here in earlier waves of immigrants all the way back to 1800. He described the actions of many who come to the U.S. illegally as an "act of love," and "act of committment to family," in a talk at College Station Texas, on the 25th anniversary celebration of the presidency of his father, George H.W. Bush. Its breaking the law, he says, but different, not a felony. Benjamin Franklin describes German immigrants to Pennsylvania in his writings at a time when immigrants were what made this country. They were different in some ways then but long since became part of the fabric of America, as have new immigrants in the different periods of the 19th and 20th century. Here is what Benjamin Franklin says about the German immigrants whom he praises for habitual "Industry and Frugality they bring with them," in a letter to Peter Collinson, May 19th 1753, addressing the fears as well as what they could bring to the new country, which throws light on todays immigration debates in a new light. "In short unless the stream of their importation could be turned from this to other colonies, as you very judiciously propose, they will soon so out number us, that all the advantages we have will not in My Opinion be able to preserve our language, and even our government will become precarious." And then saying in the same letter-"Yet I am not for refusing entirely to admit them into our Colonies: all that seems to be necessary, is, to distribute them more equally, mix them with the English, establish English Schools where they are now too thick settled, and take some care to prevent the practice lately fallen into by some of the Ship Owners, of sweeping the German Goals to make up the number of their passengers. I say I am not against the Admission of Germans in general, for they have their Virtues, their industry and frugality is exemplary; They are excellent husbandmen and contribute greatly to the improvement of a Country." ...

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Target Stores are offering a 5% discount to buyers who use a Target Credit card. Target's test results show a 1-2% increase in sales with this program. Target's financial performance suffered during the recession, as buyers stayed away from clothing, and furnishings. Sales of these products are gradually improving.

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A report by two former Census Bureau officials, Gordon Green and John Coder, shows the inflation adjusted median household income in the U.S. declined by 6.7%, to 49,909, between June 2009 and June 2011. From December 2007 to June 2009 household income declined by 3.2%. The forces behind this are the large number of people not working or not looking for work who are outside the labor force, and the hourly pay for workers not keeping up with inflation. Prof Henry Farber at Princeton, says his study shows that people who lost jobs in the recession found work again with an average of 17.5% less income than in their prior jobs. This makes this downturn very different than earlier downturns, and giving credence to the argument "that this time its different." Another statistic from the U.S. Bureau of Labor Statistics shows why- in the period December 2007 to June 2009 average length of time for a person who lost a job to be unemployed increased from 16.6 weeks to 24.1 weeks, with the same figure up to 40.5 weeks in September 2011. Higher declines for Hispanics and other minorities further increased income inequalities. Coder and Green call the impact a substantial decline in the American standard of living....

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Wal-Mart is expected to announce the sixth quarter of declining same store sales in the U.S. By raising prices on some items and reducing prices on others Wal-Mart moved away from Wal-Mart founder Sam Walton's pledge to provide the best prices. Walton built Wal-Mart by promising to transfer much of the benefits of Wal-Mart's sourcing of lower priced goods to customers. The "high-low" technique in pricing is just the opposite of the everyday best price of Sam Walton. In recent years Wal-Mart has lost its touch with its core customer base by trying to attract upscale customers with trendy products and organic foods. The core customers have always been the U.S. households making less than $70,000 a year. This made up 68% of its business. Now this business is under assault by discounting chains and dollar stores. To reduce clutter in its stores, Wal-mart reduced the amount of goods carried from different suppliers, alienating some suppliers. Ironically the new pricing strategies and store design to reduce sprawl came from John Fleming, a former Target executive who became Wal-Mart's chief merchandising officer. Management changes led to Mr Fleming's departure....

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The American consumer still spends money on bigger ticket items like luxury cars and iPads. The rich are largely shielded from this recession and one might forget that even with a 10% unemployment rate, says one economist, there are still 90% with jobs, about 75% confident of keeping them, and half with liquidity. So there is spending which is erratic. A sort of EKG type recovery in which it keeps changing all the time, with no consistent pattern. Consumers who are uncertain about the future and facing tight budgets save on toothpaste and basic consumer items, while other consumers continue to spend. A Consumer Reports survey shows consumers willing to spend on appliances and electronics. American Express conducted its survey of consumers and found consumers behind on their savings plans and making impulse purchases, or going outside their means to buy things. One analyst who follows the savings rate closely thinks consumers are spending because the stock market recovered after the 2008 crisis, and as the stock market falters consumers will start saving more. And Prof. Dan Ariely of Duke University, a behavioural economist, says that people who fear losing money in stock market fluctuations feel better spending their money, this way a least they have something to show for it. One reason apple's IPad has done so well is that consumers see it as a compromise purchase, they can give themselves a little something as a reward and still not have to buy a Mac which costs a lot more. And in the patterns of American consumer behaviour experts point to behaviour where consumers will save at Target by buying cheaper brands or buy at Dollar stores for things like paper towels and detergents, and then go out and spend on something pricey to reward themselves or have that feel good feeling. So you have this development that sales are up 9% this year at the Mall of America in Bloomington, Minneapolis, USA's largest mall. People look at price tags and shop for deals, they cut spending in places and spend in other areas. ...

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Evern though the Detroit carmakers initial quality as measured by J.D. Powers Initial Quality Survey is slightly higher than Japanese carmakers in pickup trucks, the Japanese carmakers still have a lead in the more popular cars and in crossovers. The Prius is made in a factory in Japan which ranks as one of the highest in quality. Quality is higher at plants in Japan for Toyota cars, and a bit lower here in the states for Toyota plants. Its on a par with Ford for the Toyota cars made in the USA. As the quality gaps shrinks to near zero between the quality of American and Japanese cars made in the USA, Toyota continues to maintain its edge in quality for its plants in Japan over both the Americans and the Germans. And the one carmaker that intends to surprise is Hyundai which surpasses Toyota, Honda, Ford and Chevy in quality and does this with a lower price. Consumers are noticing and making the switch, as Hyundai's market share is increasing. See Hyundai link. Here are some of the results. First the plants that produce the best quality, as measured by the J.D. Powers Initial Quality Survey. A survey of 80,900 cars between November 2008 and February 2009, for the first 90 days thses cars were driven, using the number of problems per 100 vehicles. All numbers refer to problems per 100 vehicles. Toyota plants in Japn that scored highest- Higashi-Fuji at 29 making Lexus SC and Toyota Corolla, Fuijimatsu at 30 making the Prius, Kyushu at 34 making the Lexus ES and Highlander. At the next level German plants, Bremen at 40 making the Mercedes Benz Classes- C, CLK, SL, and SLK. Daimler in E. London, S. Africa at 38, and BMW at 40 in Dinggolfing, Germany. And a cluster of Japanese and American plants in the USA that produce cars of comparable quality. Honda in E. Liberty Ohio at 41, making the Honda Civic, CRV and Element. GM at Oshawa, Ontario, at 42 making the Buick LaCrosse and Chevy Impala at 42. GM at Bowling Green, Kentucky at 43, and Toyota, Georgetwon, Kentucky making the Avalon and Camry at 43. What is notable from the last survey in this highly competitive market is the following. 1. Hyundai at 91 problems per 100 vehicles surpasses Honda at 95. Better quality at a lower price, so its no wonder Hyundai is gaining market share and is the new carmaker gaining a presence in the USA. 2. Toyota is at 101, Ford at 102, Chevy at 103, so the difference now in carmakers quality is perception, perception, perception. Its about lifestyle, what you like to be associated with and what you want your friends and neighbors to think about you in your choice of car, younger buyers who are the next generation that makes or breaks your business, the new trendy things among younger people, and design that appeals to them. 3. VW is at 112. So even though there is aggressive marketing and VW is picking up some market share with the Jetta, it still lags slightly in quality. 4. The American car makers still lack consistent quality. You have the Buick at 117, GMC at 116. Ford with Lincoln at 129. The Koreans with Kia at 112. 5. Chrysler is at the bottom of the list. Dodge at 134, Chevy at 136, Jeep at 137. THe lack of resources, changes in management and ownership, and the distractions of bankruptcy and dealership closings, and most of all dire lack of resources including the layoff of large parts of its engineering talent, all hurt. 6. GM sold Saab, Ford sold Land Rover and Jaguar. The neglect of Saab shows with Saab at 138, and Ford's distraction during the last 3 years shows with Jaguar at 134 and Land Rover at 150. also. 7. In summary Ford has done well overall, Toyota is coming up short in the USA and resting on its laurels, GM has a perception gap with younger buyers, Hyundai looks like a winner with both price and quality, and VW has work to do. ...

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With its slogan "Expect More, Pay less" Target has tried to combine low prices with moving upmarket, carrying designer merchandise and chic styling without breaking the family budget. Now with the recession and consumers becoming frugal in the USA, Target and its new CEO who took on the role in May 2008, Steinhafel, is looking at Wal-Mart to see how it can also emphasize the low prices in this recessionary climate. With store sales fallig by 10% in early 2009 Target executives were concerned that something needed to be done. And the thing was to bring even lower prices withor making customers feel cheap. Its chief marketing officer natty Francis always believed in the marketing philosophy of the 1952 book about Marshall Field "Give the Lady What She Wants." Question was what the lady wanted in today's environment. Instead of the old aspirational image of the designers behind Target apparel, Francis now put up the idea of how good value can be chic too. Target designers emphasized how the lady can look "frugalista fabulous." The other challenge was introducig groceries in the store. And instead of packaged foods he idea was to introduce fresh foods which have higher margins. Protype grocery stores were put up and the concept launched. And now instead of gradual rollout, Target went hyper local putting fresh food in all 30 Philadelphia stores. And the marketing ads, radio, newspaper circulars, TV everything made Philly residents aware of the move. Sales went up by 5to 10%. Now the concept has proven to work and Target plans to put in in 350 stores in 2010. And Nat Francis thinks Target did not move fast enough considering how quickly consumers have turned frugal. In the new frugal environment Target research showed its working-mom was obsessing about the price of milk not the thigh-high boots, and she was visiting the grocery store twice aweek and Target only 3 times amonth. Showing groceries mattered. Meantime Target's markeing is ore focussed and its creating the perception that Target and Wal-mart are so close on price. Target is actually devoting 75% of its advertising budget to price compared to 25% in 2008. So a 32 inch panel TV is $246, a coffeemaker is $3. Yet Target executives don't want to undo a strategy built up over years of a better customer experience, designer merchandise at lwer prices, something that would differentiate it from Wal-Mart. So the moves may simply be an adjustment to comport with the thriftier savings oriented times....

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Walmart CEO Mike Duke talks with Journal reporters Ann Zimmerman ans Miguel Bustillo. He says customers are under alot of pressure, and he sees what they buy, delaying purchases and the buying at midnight on the first of the month. Apparel sales are down and so are discretionary purchases and basic necessities and things like vitamins and the $4 generic pharmaceuticals are up. Walmart sees 140 million customers in stores every week, and has information systems to show how customers are buying, which gives it a unique lens through which to see changes in buying behaviour after the financial crisis and increasing numbers of jobless. Customers are saying he says that I will invest in basic needs and defer discretionary purchases. Among other things he talks about sustainability as something his company is paying attention to.

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Interview with Gerard Kleisterlee, retiring CEO of Philips Electronics. Kleisterlee led the effort to focus on emerging markets where sales of health care, lighting and consumer products are accelerating. Second quarter sales in emerging markets went up 29% for 2010 over the prior year, and now are 34% of total Philips sales. As part of this strategy Philips is increasing its staff and research divisions in China, to capture part of the $125 billion that China plans to spend on healthcare in the next 3 years. Kleisterlee talks about local competitors in emerging markets who are trying to get a regional or global presence. How Philips is increasing local responsibility, and how it is designing, engineering and manufacturing products specifically aimed at local markets in emerging market countries- as away to compete effectively in these markets. He also points out that it is no longer sufficient to be in the major cities, Philips has to move into smaller cities and into the rural areas to increase sales. He sees consolidation opportunities in Asia where the lighting manufacturing is still fragmented. Responding to a question about Philips still being too old, too male, and too Dutch, Kleisterlee agrees that it is too male and too Dutch for his comfort. Women are a bigger part of his health-care team, but not that much progress in other areas of the company. And he would like to see more local leaders in emerging markets. He sees consumer behaviour changing in one respect- there is an increasing consciousness among buyers for value, and not just for low price points, but at all price points....

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Lisa Klauser, vice president of consumer and customer solutions at Unilever NV, says its seeing recession period habits becoming a part of the normal shopping behaviour. With some consumers living from paycheck to paycheck, she says Unilever is seeing sales pickup in the first week of each month for lower priced items like Suave shampoo, Skippy peanut butter and Ragu sauce. See the link to P&G about the shift to address this change in consumer behaviour.

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Hilsenrath cites Robert Hall, a Stanford University professor whose research shows three fourths of American households do not have two months worth of income put away as cash or other liquid assets. The Federal Reserve researcher Karen Pence says 41% of households can borrow less than $3000 on their credit cards and 23% have been turned down or discouraged from applying for credit. This shows the general financial weakness of overly indebted American households and the overlayed effects of the housing crisis, and higher unemployment. It suggests the margin for consumers to weather difficulties and increase spending is thin.

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BW's report says Housing will go back to normal by 2012. This is a better case scenario. But there are serious downside risks and unknowns. A study done by Rogoff and Reinhart shows that it takes about 6 years or longer before things return to normal after a serious crisis. This could mean 2012 is the earliest things could return to normal. And this assumes that housing demand remains at about 1.5 million homes a year as in the past, and with only about half a million homes being built now as developers scale back the difference of 1 million homes would cut into the inventory to bring demand and supply back into balance. But changing demographics with an aging population and different needs, new frugality with buyers renting for longer, and the perception that homes are not a investment, slowing immigration, all factors that could change the nature of the market and demand in housing, could lead to things dragging out for longer. BW has assumed a more optimistic level of GDP numbers from Moody's Economy.com estimates made in May 2009, with GDP declining 3% in 2009, growing 1.4% in 2010, 4.7% in 2011, and 5.8% in 2012. These estimates are on soft ground because no one really knows for sure what will happen in anumber of areas in the years ahead. In terms of deflation and inflation in the years ahead, capacity utilization is at 68% but a look at the declines in manufacturing show that some of it will be a permanent loss as in the auto manufacturing base, export markets depend on how economies in Asia and other countries are performing, a new frugality and different consumer behaviour because of debt levels at 100% of GDP could permanently lower demand to levels different from that in the past. The regional nature of the recovery in housing will still be very much present, as areas with surging population growth and areas where housing price rises were modest, from Nashville to Austin, do a lot better than California and Florida....

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Advertising is shifting to basic bread and butter products like Campbell soups, Kraft cheese, Post cereal and down for GM and Ford.

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Karl Case, co-author with Shiller, of the Case-Shiller housing index, describes what the American dream of owning a house was always all about- having a safe long-term investment with the happiness gained from ownership of one's own home. It was never really meant to become a way to pay bills, and enjoy an artificially high standard of living based on artificially high speculative returns of 30% a year. Based on the authentic verson of this dream, it is still alive, says Case. Buying a house today costs less because of lower interest rates, the costs of a house are lower, and it provides a return in the form of rent that the owner doesn't have to pay for the home. Case has not factored in unemployment and job uncertainty, especially with the worsening economic outlook in 2011. This may still depress housing markets.

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The Census Bureau reports that 46.2 million Americans were living in poverty in 2010. This is an increase of 2.6 million over 2009. This is the highest number of Americans living in poverty since 1958, when this statistic was first measured. Poverty is defined for 2010 as income at or below $22,314 for family of four. Also relevant is the median household income which went down to $49,445 in 2010, a decline of 2.3% from 2009. The typical household earned less in 2010 than in 1997, in inflation adjusted terms. The Census Bureau reports 16.3% of Americans had no health insurance coverage in 2010, the same as 2009.

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Prices of homes in the U.S. increased by 9.3% in February 2013, according to the Standard & Poor's/ Case-Shiller survey of home prices in 20 major metropolitan areas. All 20 cities posted gains for the second month. Prices in Phoenix increased by 23%, and in San Francisco by 18.9%. The median home price in March was $184,300 up from the $154,600 in Jan. 2012. The peak was at $230,400 in 2006. The WSJ quarterly survey shows less than 3 month supply of homes in Phoenix and San Francisco. Supplies of homes declined by 16.8%, sales of previously owned homes were up by 10.3% in March over the prior year month. Supplies have dropped as banks are putting fewer homes in foreclosure and many homeowners are unwilling to sell for a number of reasons. Increasing rents and low mortgage costs also help increase demand. The interesting aspect of this is that prices are rising even as homeownership rate declined to 65%, according to the Census Bureau. And compared with 2004 there are 7.2 million more renters and only about 400,000 new homeowners, according to Capital Economics. Some of the homebuying comes from investors buying homes and converting them into rentals....