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The Consumer Spending Mirage

BusinessWeek Original article ›

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Consumer spending boom is over and when you look at the detail in the government numbers on spending consumer spending is already declining. So the idea that consumer stocks like P&G, J&J and Coca Cola and Kimberly Clark will hold up better than other stocks is a mirage. Just this week the idea that stocks of companies doing a lot of business overseas and in infrastructure will hold up better turned out to be an illusion as GE fell by 12% in one day, April 11, 2008, because of earnings shortfalls in its finance units as a result of the new climate in the credit and financial markets. Consumers spent heavily. If consumer spending had continued the trends from the 1990's then it would have gone up $3 trillion less today. It would have been 70% ratio of household debt to GDP, right now its close to 97% of GDP. Some of this $3 trillion estimate of Business Week economist Mandel using Fed data will be what the American consumer will be dealing with as he reduces spending in the years ahead. According to OECD data the ratio of household liabilities to disposable income (charts P11 of BW, April 21, 2008) is close to 1.0 in France and Germany which is contrary to what one would expect considering the more conservative spending there especially Germany, exceeds 1.0 in Japan, and far exceeds 1.0 in the US, and in Canada aabout 1.3, with the highest ratio in Britain at a whopping 1.7, using a ballpark view of the charts. This suggests that Britain is way off the charts in spending, see the link to this so expect spending to be hit hardest in Britain and with financial services being a bigger part of the GDP and the economy in Britain expect higher unemployment in Britain than the rest of Europe.

The low cost and discount brands become important to shoppers and businesses.

07/16/2007

WIth about 7 million workers working less than 35 hours aweek and many facing a couple of days of furlough, or pay cuts, the family shops very carefully and on a budget. Businesses are paying attention, and even companies like P&G (Procter & Gamble) are pushing discount brands.

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