The Vanishing American Consumer and the Coming Trade War
by ilene - July 10th, 2010 10:29 pm
The Vanishing American Consumer and the Coming Trade War
Courtesy of Robert Reich
President Obama has vowed to double U.S. exports within the next five years. That’s because exports are critical for rebooting the American economy. It’s clear American consumers can’t get the economy going on their own. They can’t restart the jobs machine. They’ve run out of money and credit.
It’s not just that one out of four Americans is unemployed or underemployed (working part-time, overqualified, or at a lower wage than before). More significantly, the Great Recession burst the housing bubble that had let American consumers turn their homes into ATMs. Now the cash machines are closed.
So the Administration figures foreign consumers will have to fill the gap.
Problem is, most other economies also relied on American consumers. Remember the trade gap? Americans used to be the world’s biggest and most reliable customers – sucking in high-tech gadgets assembled in China, car parts from Japan, shirts and shoes from Southeast Asia, and precision instruments from Germany.
With American consumers pulling back, these other economies have also been slowing down. Their unemployment is rising.
Last week I attended a conference with global business executives. When I asked them where they expected to find new customers to replace Americans who are pulling back, they all said China and India and quoted me the same number: 800 million new middle-class consumers from these and other fast-developing countries over the next decade.
Yes, but. As of now China and India are still relying on net exports to fuel their growth. Even if you think their middle classes will eventually become so big and rich they can buy everything these nations will be able to produce, that doesn’t mean they’ll also buy what the rest of the world produces.
Yes, global companies will do wonderfully well. General Motors is well on the way to selling more cars in China than it does in the U.S. But American workers won’t get the jobs, and nor will workers in Europe, Japan, or the rest of the world. GM makes the cars it sells to Chinese consumers in China.
Meanwhile, the productive capacities of China and India will continue to grow: More workers, more factories, more high-tech equipment, more offices. The buying power of their middle classes will have to expand rapidly just to catch up with what these nations will be able…
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Adjusting, Adjusting, and Adjusting
by ilene - June 23rd, 2010 2:28 am
Adjusting, Adjusting, and Adjusting
Courtesy of Michael Panzner of Financial Armageddon
Even though the recession is allegedly "over," Americans continue to adjust their spending habits:
"Consumers to Continue Food, Beverage Thriftiness" (Food Product Design)
After two years of cutting corners, consumers have learned to get by with less and say they will continue to practice thriftiness at least for the next six to 12 months and perhaps well beyond that, according to a food and beverage market research report from the NPD Group.
The “The What’s Next on the Road to Recovery” report, which explores how consumers’ habits related to food and beverage purchasing and usage have been affected by the recession, finds that nearly one in five consumers expect to be worse off 12 months from now than they are today, and half of all consumers expect their financial situation to be the same as it is today. Looking ahead nine out of 10 consumers say they will plan and watch their spending on food and beverages outside the home.
Among the thriftier behaviors consumers say they will do more often than now over the next six months are decreasing spending on groceries, especially those with household incomes under $35,000; using coupons for food and beverage items from newspapers or magazines; stocking up on foods and beverages when they are on sale; searching store circulars for low prices on food or beverages that are on sale; buying less expensive brands of foods and beverages, and searching for manufacturer coupons online.
As a result, manufacturers are doing the same:
"Procter & Gamble Says It Plans to Expand Gain to Dish Washing, Affirms Earlier forecasts" (Bloomberg)
Procter & Gamble Co. said Tuesday that it will expand its Gain brand from the laundry to the kitchen sink, the latest move by the world’s largest consumer products company to market its megabrands in new ways and new places.
At a Jefferies investor conference in Nantucket, Mass., the company also affirmed forecasts on sales and earnings it offered earlier this year.
After slipping during the recession, P&G’s revenue is rising again because the company is offering new versions of its most popular products at lower prices that reach new consumers.
Gain is among 22 P&G brands with $1 billion in annual sales. The new Gain dishwashing liquid will debut within a year, according to the Cincinnati-based company’s chief
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Weak consumer spending will last for years
by ilene - August 17th, 2009 11:56 am
This is an excellent overview of our economic situation. Edward goes beyond consumer spending and discusses debt, capacity, a "balance sheet recession," inflation, deflation, retail sales, commercial real estate, government policy, a statistical recovery and the new normal. - Ilene
Weak consumer spending will last for years
Courtesy of Edward Harrison at Credit Writedowns
It has been my thesis for some time that we are seeing a secular change in consumption patterns in the United States. This will have grave implications for a world economy used to seeing the American consumer as an economic growth engine and consumer of first choice. Retail sales in the United States have fallen 10% since peaking in November 2007. Much of this decline represents a permanent fall in consumption by overly indebted American consumers.
Having finally had a chance to dissect the retail sales data from last week, I wanted to show you a few graphs which indicate how much consumption has fallen in the present downturn and what the implication is for the future global economy. But, first, I want to start with a broader discussion as to why the fall in US consumption is a longer-term change and not a cyclical one.
The Balance Sheet Recession
Numerous economies seem on there way to recovery: Germany and France, Singapore, and Hong Kong, to name a few, have all posted positive economic growth. China looks likely to hit its 2009 growth target of 8%. But, the U.S., generally assumed to be a leader in recovery, is looking like a laggard. Mind you, there are other laggards like Spain and Ireland too. Why are these countries lagging? The Balance Sheet Recession.
Nomura’s Chief Economist Richard Koo wrote a book last year called “The Holy Grail of Macroeconomics” which introduced the concept of a balance sheet recession, which explains economic behaviour in the United States during the Great Depression and Japan during its Lost Decade. He explains the factor connecting those two episodes was a consistent desire of economic agents (in this case, businesses) to reduce debt even in the face of massive monetary accommodation.
When debt levels are enormous, as they are right now in the United States, an economic downturn becomes existential for a great many forcing people to reduce debt.…
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Philip R. Davis is a founder Phil's Stock World, a stock and options trading site that teaches the art of options trading to newcomers and devises advanced strategies for expert traders...
Ilene is editor and affiliate program
coordinator for PSW. She manages the site
