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News & Features Luxury Retail and E-Commerce Signs of Life from the UK Consumer

Signs of Life from the UK Consumer

Written by Ian Stewart on Monday, 22 October 2012 11:32
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Amid the economic gloom the UK consumer is showing signs of life. Last week the Office for National Statistics reported that UK retail sales grew in the third quarter at the fastest pace in more than two years.

A number of other indicators also suggest that the consumer recession is drawing to an end.

Household spending has since shown modest growth this year after falling sharply at the tail end of last year. New car sales have picked up in recent months. And consumer confidence hit a 15-month high in September.

Two factors have come to the rescue of a battered consumer sector.

First, lower inflation has reduced the squeeze on real incomes. Last month CPI inflation fell to its lowest level in almost three years and less than a half the rate of a year ago. Lower inflation has boosted consumer spending power.

Second, an unexpectedly resilient labour market has kept unemployment below the peaks seen in the much milder recessions of the early '80s and early '90s. Latest figures show a surprise fall in the unemployment rate with the number of people in employment rising to a record high.

One yardstick for gauging consumer conditions is the so-called misery index calculated by summing a country's inflation and unemployment rates. The UK misery index is now at its lowest level since 2009.

The changing mood is reflected in the findings of the latest Deloitte Consumer Tracker, a quarterly survey of 3,000 consumers conducted by our colleagues in Deloitte's Consumer Business team.

The Tracker shows that UK consumers have become more positive about the outlook for jobs and spending power. Stress in the consumer sector has eased, with fewer shoppers trading down to cheaper brands, bargain hunting or cutting spending.

Yet risks lie ahead. Utility and food bills are on the rise again and, while the labour market has held up well, many of the new jobs being created are temporary of part time. The Consumer Tracker shows that consumers remain cautious, worried about rising prices and focussed on paying down debts and build up their savings.

Much depends on inflation. Our hunch is that high inflation, rather than a weak jobs market or cuts in public spending, has been the single biggest problem for UK consumers. If UK inflation is, finally, heading down, better times should lie ahead for consumers. For now the UK consumer looks on course for a weak recovery in 2013.

Last modified on Monday, 29 October 2012 10:07
Ian Stewart

Ian Stewart

Ian Stewart is a Partner and Chief Economist at Deloitte where he advises clients on macroeconomics and financial markets developments. Ian devised and runs Deloitte's quarterly survey of Chief Financial Officers, writes the Monday Briefing and comments on the economic scene in the media.

Before joining Deloitte Ian spent 12 years as Chief Economist for Europe at the US investment bank, Merrill Lynch in London. He previously worked as Special Adviser to the Secretary of State for Social Security, the Rt Hon Tony Newton, as Head of Economics in the Conservative Party’s Research Department and as an economist with the Confederation of British Industry in London.

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DISCLAIMER

© Deloitte LLP 2012. All rights reserved.

Ian's articles contain general information only and they are not intended to be comprehensive or to provide professional or investment advice. It is not a substitute for such professional advice and should not be relied upon or used as a basis for any decision or action that may affect you or your business. This briefing is not directed to, or intended for distribution or use in, any jurisdiction where such distribution or use would be prohibited. To the extent permitted by law, Deloitte LLP accepts no duty of care or liability for any loss occasioned to any person acting or refraining from acting as a result of any material in this publication.

This communication is from Deloitte LLP, a limited liability partnership registered in England and Wales with registered number OC303675. Its registered office is 2, New Street Square, London EC4A 3BZ, United Kingdom. Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu Limited ('DTTL'), a UK private company limited by guarantee, whose member firms are legally separate and independent entities. Please see www.deloitte.co.uk/about for a detailed description of the legal structure of DTTL and its member firms.

Opinions, conclusions and other information in all articles which have not been delivered by way of the business of Deloitte LLP are neither given nor endorsed by it.

Website: www.deloitte.co.uk/mondaybriefing

comments  

 
0 # George Smith 2012-10-23 09:47
A fantastic evaluation of the economic climate in Britain and a great summary of the consumer sector. Interesting read
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