The post-pandemic resilience of the American consumer continues to show strength. October’s retail sales data indicates continued spending, especially as the holiday season approaches. This is important, as consumption comprises 70% of all U.S. GDP. Overall US retail sales rose by 0.4% from the previous month, seasonally adjusted, and increased 2.8% year-over-year unadjusted. Good news. However, the question for today is what (if any) will policy changes impact spending behavior? For example, what could be the impact of tariffs? What if we see less government handouts? How will that impact lower-income households?
Consumer Spending
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Not All Consumers Are Spending
Never underestimate the U.S. consumers want to spend. Well some of them at least. Last month’s retail figures exceeded expectations – up 1.7% YoY in nominal terms (not adjusted for inflation). But here’s the important point – these are nominal sales and only one month of data. One month is not overly helpful. When averaged over one quarter (which helps remove noise) – adjusted for inflation ( real terms) – and assessing the year-over-year change – growth is negative. And they have been negative in real terms for 9 straight quarters… this matters.
Market Rallies on ‘Strong’ Retail Sales / Soft Landing
This week we received advanced retail sales for the month of July. From mine, this is one of the more important data points – as it sheds light on what we see with the relative health of the consumer. With spending making up 70% of GDP – any signs of slowing serve as a warning. Advanced retail sales accelerated 1.08% on the month – adjusted for seasonality but not inflation. Economists had been looking for a 0.3% increase MoM. However, June sales were revised to a decline of 0.2% after initially being reported as flat. As regular readers will know, it’s virtually impossible to glean anything from a nominal data point when viewed month-over-month. And whilst the media (and stock market) could not get over how ‘strong’ the data was – I would warn against jumping to conclusions.