Spend for Today


By George Anderson
The latest results from Bigresearch’s Consumer Intentions and Action Survey suggests that even consumers not familiar with the 1970’s hit Let’s Live for Today by The Grass Roots have taken its message to heart (or at least to their wallets and purses) when it comes to buying things.
When I think of all the worries people seem to find
And how they’re in a hurry to complicate their mind
By chasing after money and dreams that can’t come true
I’m glad that we are different, we’ve better things to do
May others plan their future, I’m busy lovin’ you (1-2-3-4)
Sha-la-la-la-la-la, live for today
Sha-la-la-la-la-la, live for today
And don’t worry ’bout tomorrow, babe.
According to results from its April study, BIGresearch found 31.4 percent of consumers strongly agree or agree with the statement: “My philosophy of spending is live for today because tomorrow is so uncertain”
Joe Pilotta, VP of Research for BIGresearch, said in a press release, “The spending philosophy of those consumers who ‘live for today’ is no surprise in light of soaring debt statistics nationwide.”
According to statistics sited in the BIGresearch release, personal savings hit their lowest since the Great Depression in January and the average household is saddled with between $8,000 and $10,000 in credit card debt.
The study found the percentage of consumers in all age groups and income levels (those making less/more than $50K annually) was pretty consistent.
The age group with the highest percentage of consumers who said strongly agreed and agreed with the statement, “My philosophy of spending is live for today because tomorrow is
so uncertain” were those between 25 and 34. Nearly 37 percent of consumers in this group fell under one of these two categories.
Moderator’s Comment: Do you believe the consumer spending bubble is ready to burst or will it continue to increase for the foreseeable future? What retail
channels and/or chains are best positioned to deal with a slowdown in consumer spending and why? –
George Anderson – Moderator
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8 Comments on "Spend for Today"
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In the 90’s everyone thought the stock market would only continue to climb.
Earlier in this decade, everyone thought you could never lose investing in real estate.
It is all cyclical. My guess is that the huge surge in the luxury market will subside as the boomers age and a smaller percentage of the population is in an affluent time of their lives and others reflect on their values and wonder if having the it handbag really makes you a better person.
I would surmise that the low end of retail will continue to thrive and department stores that have plodded along in the middle will continue to plod along in the middle as they have been despite many who have been anticipating their demise since I entered the industry in the early 80’s.
Regardless of their positioning or category, if retail spending collapses, the happiest retailers will be the ones with the least debt and greatest profit margins. When sales go down, the least-leveraged businesses do best. The highest-leveraged can’t make their debt payments and go into Chapter 11. For example, Bed Bath & Beyond has low debt and decent profit margins, so they’d be more likely to survive the next recession. Because most retailers lease their locations and get credit from their suppliers, retailing is a highly leveraged industry. Frequent low net margins (1% to 3% after taxes and all expenses) make retailing even riskier. Some analysts add depreciation to the earnings, but worn-out retail stores are a customer turnoff. It doesn’t matter if the retailer sells to millionaires or to the poor: if the debt leverage is high and the margins after taxes are low, sales decreases are killers.
With governments and the media working in tandem (deliberately or not) to frighten us all with forecasts of doom and fewer young people (at least over here) actually able to get onto the proverbial property ladder, I can’t see any clear end to the live now, pay later philosophy. Figures on what people are spending on seem to confirm the middle and upper income brackets’ preference for the good things in life. I don’t find increased expenditure on speciality and/or organic food out of the ordinary at all. Nor do I found it strange that it is younger people (25-34) who mostly agree with the worry later premise. The only thing that surprises me is the difference in attitude in our two countries. Retail figures here lower than a year ago and don’t seem to be recovering. First there were hopes for a good Christmas, then for a good Easter. I don’t think either of them happened, from a sales point of view. Still, you guys have always been way more reckless than we have.
Personal spending will continue to decline as long as household expenses spiral out of control — rent, mortgages, healthcare, etc…
The amount of credit card debt in this country is staggering and is not likely to abate any time soon — at least not to any great degree, because of the younger people constantly being courted by credit card companies.
If the bubble does burst then retailers with the best price/value strategy will flourish. My money would be on a new generation of dollar stores with increased offerings and some higher quality products and deep discounters.
Much of the consumer spending over the past several years has been driven by the increase in home equity. If home prices begin to falter, we will see a slow down in consumer spending. Should this occur, we could see the impact being felt the most in the typical mall-based retailers. Retail formats that would be more resistant would be big box, club and DIY.