Evidence is mounting that the American shopper is cutting back | CNN Business (2024)

Evidence is mounting that the American shopper is cutting back | CNN Business (1)

Retail sales rose just 0.1% in May from the prior month.

Washington CNN

Sales at US retailers rose last month at an unexpectedly weak pace as Americans continue to deal with still-high inflation and elevated interest rates.

Retail sales rose just 0.1% in May from the prior month, the Commerce Department reported Tuesday. That’s better than April’s downwardly revised 0.2% decline but below the 0.3% gain economists projected in a FactSet poll. The figures are adjusted for seasonal swings but not inflation.

Sales declined the most at gas stations, down 2.2% in May. Excluding that, sales were up by 0.3% last month. American shoppers also pulled back on purchases at furniture stores (-1.1%) and shops that sell building materials and garden equipment (-0.8%).

Meanwhile, spending was the strongest at specialty stores that sell sporting goods, books, and musical instruments, which jumped by 2.8% last month.

Monthly retail sales have increased four times over the past six months through May, but figures for April and March were revised lower, the Commerce Department said Tuesday.

Inflation is down from the 40-year highs of two years ago, but it remains elevated. Meanwhile, interest rates are at their highest in nearly a quarter century after the Federal Reserve launched an aggressive rate-hiking campaign in 2022 to rein in price hikes. Household savings accumulated during the Covid-19 pandemic are dwindling, and may have already been exhausted.

A slowing economy help builds a case for the Fed to begin cutting interest rates — if it’s accompanied by inflation also easing.

“Spending is cooling back towards a more sustainable pace,” Joseph Brusuelas, chief economist at RSM US, told CNN’s Matt Egan in an interview. “It’s important we don’t confuse a slower pace of spending with the economy turning over, because that’s clearly not happening.”

“To be honest with you, this is a big relief for policymakers at the Fed,” he added.

Shoppers are fatigued

Evidence is starting to mount that US consumers are pulling back as they face tough economic hurdles.

NEW YORK CITY - JANUARY 25: People shop at a home improvement store in Brooklyn on January 25, 2024 in New York City. Economic data from the Commerce Department released today showed that U.S. economy expanded 3.1 percent in 2023, shaking off inflation fears and making the U.S. the fastest growing advanced economy in the world in 2023. (Photo by Spencer Platt/Getty Images) Spencer Platt/Getty Images Related article The American shopping spree is losing steam

Retailers such as Walmart, Kohl’s and Target have said that shoppers are feeling pinched and are starting to cut back. While lower-income Americans were already struggling, the pain has now spread to middle-income consumers.

“Our customers continue to be pressured by a number of economic factors, including high interest rates and inflation,” Kohl’s CEO Thomas Kingsbury said in an earnings call earlier this month. “Our middle income customer continues to be impacted.”

There are signs that even wealthier shoppers are feeling strained. Walmart, America’s largest retailer, said higher-income consumers have been flocking to its stores in search of bargains. High-end retailers have also sounded the alarm of a broad and ongoing slowdown in luxury spending.

But at the same time, spending on travel and other in-person experiences such as concerts is expected to be robust this summer. The Commerce Department releases broader consumer spending figures for May, which include services, later this month. Tuesday’s retail sales report only captures spending on goods and food services.

What it means for the Fed

Weaker-than-expected spending over the past few months helps set the stage for the Fed to begin lowering borrowing costs sometime this year. The figures provide some evidence that the US economy isn’t overheating and is instead slowing.

It hasn’t just been spending figures that have come in soft recently. Economic data for April and May showed that inflation began to moderate again after stalling in the first three months of the year.

Federal Reserve Chair Jerome Powell at the William McChesney Martin building on June 12. Kevin Dietsch/Getty Images Related article Key takeaways from the Fed’s latest interest rate decision

The latest Consumer Price Index, released last week, showed that prices held flat in May on a monthly basis for the first time since July 2022. From a year earlier, consumer prices were up 3.3% in May, slowing from April’s 3.4% rate.

Philadelphia Fed President Patrick Harker said this week that the latest CPI was “very welcome” and that the Fed’s latest economic projections reflecting just one rate cut this year make sense.

“In my view, this calls for a cautious approach,” said Harker, who doesn’t vote on policy moves this year, during an event Monday. “If we start to see several months of where we’re seeing data move in the right direction, I could see taking action. But I’m not there right now.”

The timing of the Fed’s first rate cut this cycle will be primarily determined by what’s going on with inflation, but officials say they look at what’s happening economy wide. The first cut will be a consequential decision, because inflation could heat back up if central bank officials cut too soon — or the economy could slip into a recession if they cut too late.

Evidence is mounting that the American shopper is cutting back | CNN Business (2024)

FAQs

Evidence is mounting that the American shopper is cutting back | CNN Business? ›

Shoppers are fatigued

Are Americans cutting back spending? ›

Some analysts say consumers may be spending less for a few reasons: US households have largely used up all their COVID-era savings, saving rates are now at historic lows, and workers are receiving fewer (and smaller) pay increases.

Are consumers cutting back on spending? ›

Although inflation has slowed, nearly one third (30%) of respondents have been cutting back spending due to concerns about the economy and over two in five (42%) of respondents have altered their financial priorities over the past year.

What are people cutting back on? ›

The survey—which measures shifting consumer attitudes and behaviors in the U.S.—found that 39 percent of all respondents said they had cut back on discretionary spending in the past three months. That means they are spending less on fun activities, such as traveling, eating out and entertainment.

Why is retail suffering? ›

As more consumers opt for the convenience of e-commerce, brick-and-mortar stores struggle to compete. The ease with which customers can compare prices online versus in-store has made it even harder for physical stores to attract price-sensitive shoppers.

Are Americans still struggling financially? ›

More than a quarter of US adults are struggling financially. 72% of Americans reported “living comfortably” or “doing okay,” according to December 2023 data from the Federal Reserve.

Are US consumers still spending? ›

Consumer spending is the main driver of U.S. economic growth. Over the three months ending in July, retail sales grew 2.4%. The biggest gains were in electronics and appliances, which showed a 5.2% improvement from July 2023, reflecting a willingness among consumers to spend more on big ticket items.

Why is consumer spending declining? ›

Economic pessimism grew slightly, fueled by concerns over inflation, the depletion of personal savings, and perceived weakness in the labor market. These concerns left consumers somewhat conflicted: on one hand, they continued to splurge on food and apparel, but they pared back spending in other areas.

What is the state of the US consumer in 2024? ›

In 2024, we expect softer consumer spending and disposable income growth, and further expect that lower-income households will feel the greatest pinch from inflation and higher rates.

Are consumers pulling back? ›

Lower-Income Customers More Likely to Pull Back on Spending

Nearly 60 percent of respondents reported spending reductions from lower-income customers compared to about 30 percent from higher-income customers. This trend is similar among manufacturing and service sector firms.

Are people cutting back on groceries? ›

Not only are Americans cutting their grocery budgets to cover the mounting utility costs, but one in three households are also spending less on outdoor dining and entertainment such as concerts, events, and paying for streaming services to be able afford their AC, survey results show.

Are Americans overspending? ›

The survey found that 83% of Americans say they overspend, and a similar proportion who have a monthly budget (84%) say they exceed it. Of those who've ever gone over their monthly budget, 44% say they usually use a credit card to pay for the additional purchases they make when going over budget.

Are people cutting back on eating out? ›

The latest data from the Ipsos Consumer Tracker affirms this picture: About a third of Americans say they've cut back on fast food, sit-downs, and delivery alike since the start of the year. Nearly half say they've been cooking dinner more at home over the same period, while 38% say the same about lunch.

Is retail dying out? ›

As EMarketer's data shows, 2020 did experience a—all things considered—rather minor dip in sales rung up in brick-and-mortar locations. But sales bounced back strongly in 2021, dramatically exceeding 2019 levels. Overall physical store sales continued to grow in 2022, surpassing 2020 levels by more than 15%.

Why is working in retail so toxic? ›

Because retail jobs can be unpredictable, employees often worry about issues like shift changes, job security, or inability to meet performance goals. These and other stressors can evolve into full-blown anxiety or depression.

Are Americans cutting back on spending? ›

Two-thirds (67%) of Americans say that they've cut back on spending, and almost half (45%) say they've put some life plans on hold. A third (35%) have dipped into their savings or investments. And almost two thirds (62%) say that even though they are able to pay their bills, they have little left over for “extras.”

Are people slowing down on spending? ›

Consumer spending has started to slow in recent months, and economists expect it to continue moderating through the remainder of the year. While inflation is falling, so is disposable income, which is pushing “real spending” lower.

Are Americans spending less in 2024? ›

Caution heading into 2024

Consumers said they are planning to reduce their overall spend, being more selective in the products they purchase and places they splurge. The following five charts highlight the findings from our latest ConsumerWise research in the United States. Consumer confidence held steady.

Is the US in deficit spending? ›

The federal government has spent $1.52 trillion more than it has collected in fiscal year (FY) 2024, resulting in a national deficit. Fiscal year-to-date (since October 2023) total updated monthly using the Monthly Treasury Statement (MTS) dataset.

Why are people spending less? ›

“While some of the reduction in spending might be attributed to there being less things to spend money on – thanks to restrictions on social activities, for example – people are also worried about their future job security,” Warren said.

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