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Need Reason To Target New Homeowners? Consumer Spending Down

[Post Category: Industry News, Marketing Tips]

consumer.240x160U.S. consumer spending barely rose and inflation was tame in July, offering a cautionary note on the economy as the Federal Reserve weighs cutting back its massive bond buying program.

The Commerce Department said on Friday consumer spending ticked up 0.1 percent as outlays on services were flat and purchases of durable goods such as automobiles fell. Spending was also held back by weak incomes.

June’s increase in consumer spending was revised up to 0.6 percent from a previously reported 0.5 percent.

Economists polled by Reuters had expected consumer spending, which accounts for about 70 percent of U.S. economic activity, to gain 0.3 percent last month.

The tepid demand dampened inflation pressures last month. A price index for consumer spending edged up 0.1 percent, slowing from a 0.4 percent increase in June. Over the past 12 months, prices rose 1.4 percent compared with 1.3 percent in June.

It was the biggest increase since February.

Excluding food and energy, the price index for consumer spending nudged up 0.1 percent after advancing 0.2 percent in June. Core prices were up 1.2 percent from a year ago, rising by the same margin for a fourth consecutive month.

Both inflation measures continue to trend below the Fed’s 2 percent target. That, combined with the lackluster consumer spending, would argue against the U.S. central bank trimming the $85 billion in bond purchases it is making each month to keep interest rates low.

Many economists, however, believe the Fed will make an announcement on the tapering at its Sept. 17-18 policy meeting, starting off with a small cut to the bond-buying program.

Consumer spending last month adjusted for inflation was flat after rising 0.2 percent in June.

Last month, income ticked up 0.1 percent after rising 0.3 percent in June. The weak wage growth was flagged in the July employment report, which showed a drop in hours worked and hourly earnings.

Both private and government salaries fell last month. With spending matching income growth, the saving rate – the percentage of disposable income households are socking away – held at 4.4 percent.

All things considered, there is more available cash to spend per household yet the hand on the purse remains firm. Such behavioral pattern calls for a laser-focus on the consumer who not only have the capacity to spend, but also the will to do so.

New homeowners remain one of the strongest segments to both have the access to funds and the need to spend them, regardless of economical woes.

Targeting the right audience groups can still results in great ROI, returning multiple dollars for each spent reaching the right consumer.


Based on article from CNBC


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