Retail experts are predicting one of the most dismal holiday shopping seasons in
decades this year – a crucial stretch that will set the stage for poor retail
sales throughout 2009.
As the U.S. economy decelerates, pummeled by the aftershocks of the worldwide
financial crisis, consumers have been hit from every direction: Unemployment has
spiked, and will continue to rise, economy unwinds and continues to work through
the aftershocks of the global credit crisis, consumers have been beset on all
sides. Unemployment is up, home prices are down, and credit is hard to come
by.
And although inflation is beginning to moderate somewhat – slowing to a pace
of 3.7% year-over-year in October – it’s still well above the U.S.
Federal Reserve’s desired target rate of 2.0%.
With rampant inflation no longer artificially propping up consumer spending
figures, retail sales have really started to lose their luster. Sales figures
are based on the value of goods sold – not the volume – so the recent decline
commodity and energy prices will translate into a sharp decline in retail sales.
That decline will be dreadfully apparent in this year’s holiday sales, but it
will also carry into 2009. The question, now, is how much worse consumer
behavior will get.
"The great unknown is just how much lower can consumer spending
go?" Piper Jaffray Cos. (PJC)
analyst Jeff Klinefelter told Reuters. "With savings
rates at historic lows and constraints on the availability of consumer credit, I
just think there’s concern that the perfect storm is brewing."
According to the Fed, a recession is already under way in the United States.
Gross domestic product (GDP) shrank 0.5% in the third quarter, and the Fed
predicts the economy will continue to contract in the first six months of 2009,
and possibly beyond.
Tighter credit standards and lower home prices mean consumers have less of an
ability to finance their purchases through debt. And even those with cash to
spend are opting to save instead, as the economic outlook continues to dim.
Would-be consumers are also scrambling to rebuild savings that were decimated by
a bear market that has dragged the Standard
& Poor’s 500 Index down more than 40% this year.
"We expect to see consumer spending to be flat before inflation,"
Gus Faucher, chief U.S. economist with Moody’s Economy.com (MCO), told the
Los Angles Times.