The consumer economy
Consumer confidence has continued to weaken over the last few months, with a combination of rising prices, falling real earnings, and negative speculation about the outlook for the economy all weighing on shopper's minds.
While the latest headline figure of -10 is below the long term average for the GfK index, there is still a marked split between consumer's views of their own situation and that of the prospects for the wider economy (on which they are very negative). The big question for the second half of the year is whether these two measures converge upwards or downwards.
We believe that there are still several reasons to be mildly optimistic about trading this Christmas. The first is that the pattern in recent years has been very much one of weak trade in Q3 as shoppers do a little precautionary saving, followed by a better than expected Christmas. While households are now saving at record low levels, there is probably some slack in borrowing that will support Christmas trade. Low borrowing rates and high employment should ensure that consumers feel comfortable taking on a little more debt for a special event like Christmas.
The second reason why we think retail sales will pick up in Q4 2017 is around inflation and real earnings. While the collapse in sterling last year is not the only reason why inflation has picked up, it is significant. Indeed, inflation is probably the major headwind facing the UK economy at present, both in terms of the rising costs for importers and the drag on real earnings growth. While the headline rate of inflation picked up to 2.9% in May, input prices actually fell on a 3m by 3m basis for the first time in a year, and factory gate prices have stabilised. While we expect inflation to rise a little more over the next few months, this rise will be short-lived.
As inflation cools off in the final quarter of 2017, the headlines at least about falling earnings will diminish, and this should positively impact consumer confidence.