Tag: prudence and consumer spending

Consumer and business confidence reflect the sentiment, emotion, or anxiety of consumers and businesses. Confidence surveys therefore try to capture these feelings of optimism or pessimism. They aim to shed light on spending intentions and hence the short-term prospects for private-sector spending. For example, a fall in confidence would be expected to lead to a fall in consumption and investment spending. This is particularly relevant in the UK with the ongoing uncertainty around Brexit. We briefly summarise here current patterns in confidence.

Through the use of surveys attempts are made to measure confidence. One long-standing survey is that conducted for the European Commission. Each month consumers and firms across the European Union are asked a series of questions, the answers to which are used to compile indicators of consumer and business confidence. For instance, consumers are asked about how they expect their financial position to change. They are offered various options such as ‘get a lot better, ‘get a lot worse’ and balances are then calculated on the basis of positive and negative replies.

The chart plots confidence in the UK for consumers and different sectors of business since the mid 1990s. The chart captures the volatility of confidence. This volatility is generally greater amongst businesses than consumers, and especially so in the construction sector. (Click here to download a PowerPoint copy of the chart.)

The chart nicely captures the collapse in confidence during the global financial crisis in the late 2000s. The significant tightening of credit conditions contributed to a significant dampening of aggregate demand which was further propagated (amplified) by the collapse in confidence. Consequently, the economy slid in to recession with national output contracting by 6.3 per cent during the 5 consecutive quarters during which output fell.

To this point, the current weakening of confidence is not of the same magnitude as that of the late 2000s. In January 2009 consumer confidence had fallen to an historic low of -35. Nonetheless, the December 2018 figure for consumer confidence was -9, the lowest figure since July 2016 the month following the EU referendum, and markedly lower than the +8 seen as recently as 2014. The long-term (median) average for the consumer confidence balance is -6.

The weakening in consumer confidence is mirrored by a weakening in confidence in the retail and service sectors. The confidence balances in December 2018 in these two sector both stood at -8 which compares to their longer-term averages of around +5. In contrast, confidence in industry and construction has so far held fairly steady with confidence levels in December 2018 at +8 in industry and at 0 in construction compared to their long-term averages of -4 and -10 respectively.

It will be interesting to see how confidence has been affected by recent events. The glut of stories suggesting that trading conditions were especially difficult for retailers over the Christmas and New Year period is consistent with the weakening confidence already observed amongst consumers and retailers. However, it is unlikely that recent events will have done anything other than to exacerbate the trend for a weakening of confidence of domestic consumers and retailers. Hence, the likelihood is an intensification of caution and prudence.



  1. Draw up a series of factors that you think might affect both consumer and business confidence. How similar are both these lists?
  2. Which of the following statements is likely to be more accurate: (a) Confidence drives economic activity or (b) Economic activity drives confidence?
  3. What macroeconomic indicators would those compiling the consumer and business confidence indicators expect each indicator to predict?
  4. What is meant by the concept of ‘prudence’ in the context of spending? What factors might determine the level of prudence
  5. How might prudence be expected to affect spending behaviour?
  6. How might we distinguish between confidence shocks’ and confidence as a ‘propagator’ of shocks?

These are challenging times for business. Economic growth has weakened markedly over the past 18 months with output currently growing at an annual rate of around 1.5 per cent, a percentage point below the long-term average. Spending power continues to be squeezed, with the annual rate of inflation in October reported to be running at 3.1 per cent compared to annual earnings growth of 2.5 per cent (see the squeeze continues). Moreover, consumer confidence remains fragile with households continuing to express particular concerns about the general economy and unemployment.

Here, we update our blog of July 2016 which, following the UK vote to leave the European Union, noted the fears for UK growth as confidence fell sharply. Consumer confidence is frequently identified by macro-economists as an important source of economic volatility. Indeed many macro models use a change in consumer confidence as a means of illustrating how economic shocks affect a range of macro variables, including growth, employment and inflation. Many economists agree that, in the short term at least, falling levels of confidence adversely affect activity because aggregate demand falls as households spend less.

The European Commission’s confidence measure is collated from questions in a monthly survey. In the UK around 2000 individuals are surveyed. Across the EU as a whole over 41 000 people are surveyed. In the survey individuals are asked a series of 12 questions which are designed to provide information on spending and saving intentions. These questions include perceptions of financial well-being, the general economic situation, consumer prices, unemployment, saving and the undertaking of major purchases.

The responses elicit either negative or positive responses. For example, respondents may feel that over the next 12 months the financial situation of their household will improve a little or a lot, stay the same or deteriorate a little or a lot. A weighted balance of positive over negative replies can be calculated. The balance can vary from -100, when all respondents choose the most negative option, to +100, when all respondents choose the most positive option.

The European Commission’s principal consumer confidence indicator is the average of the balances of four of the twelve questions posed: the financial situation of households, the general economic situation, unemployment expectations (with inverted sign) and savings, all over the next 12 months. These forward-looking balances are seasonally adjusted. The aggregate confidence indicator is thought to track developments in households’ spending intentions and, in turn, likely movements in the rate of growth of household consumption.

Chart 1 shows the consumer confidence indicator for the UK. The long-term average of –8.6 shows that negative responses across the four questions typically outweigh positive responses. In November 2017 the confidence balance stood at -5.2 roughly on par with its value in the previous two months, though marginally up on values of close to -7 over the summer. However, as recently as the beginning of 2016 the aggregate confidence score was running at around +4. In this context, current levels do constitute a significant change in consumer sentiment, changes which do ordinarily mark similar turning points in economic activity.(Click here to download a PowerPoint of the chart.)

Chart 2 allows to look behind the European Commission’s headline confidence indicator for the UK by looking at its four component balances. From it, we can see a deterioration in all four components. However, by far the most significant change in the individual confidence balances has been the sharp deterioration in expectations for the general economy. In November the forward-looking general economic situation stood at -25.5, compared to its long-run average of -11.6. (Click here to download a PowerPoint of the chart.)

The fall in UK consumer confidence is even more stark when compared to developments in consumer confidence across the whole of the European Union and in the 19 countries that make up the Euro area. Chart 3 shows how UK consumer confidence recovered relatively more strongly following the financial crisis of the late 2000s. The headline confidence indicator rose strongly from the middle of 2013 and was consistently in positive territory during 2014, 2015 and into 2016. The fall in consumer confidence in the UK has seen the headline confidence measure fall below that for the EU and the euro area. (Click here to download a PowerPoint of the chart.)

Consumer (and business) confidence is closely linked to uncertainty. The circumstances following the UK vote to leave the EU have undoubtedly created the conditions for acute uncertainty. Uncertainty breeds caution. Economists sometimes talk about spending being affected by two conflicting motives: prudence and impatience. While impatience creates a desire for spending now, prudence pushes us towards saving and insuring ourselves against uncertainty and unforeseen events. The worry is that the twin forces of fragile confidence and squeezed real earning are weighting heavily in favour of prudence and patience (a reduction in impatience). Going forward, this could create the conditions for a sustained period of subdued growth which, if it were to impact heavily on firms’ investment plans, could adversely impact on the economy’s productive potential. The hope is that the Brexit negotiations can move apace to reduce uncertainty and limit uncertainty’s adverse impact on economic activity.


UK consumer confidence slips in December – Thomson Reuters/Ipsos Reuters (14/12/17)
UK consumer confidence drops to lowest level since Brexit result Independent, Ben Chu (30/11/17)
2017 set to be worst year for UK consumer spending since 2012, Visa says Independent, Josie Cox, (11/12/17)
Carpetright boss warns of ‘fragile’ consumer confidence after profits plunge Telegraph, Jack Torrance (12/12/17)
UK consumers face sharpest price rise in services for nearly a decade Guardian, Richard Partington (5/12/17)
UK average wage growth undershoots inflation again squeezing real incomes Independent, Josie Cox (13/12/17)
Bank sees boost from Brexit progress BBC News (14/12/17)


Business and Consumer Surveys European Commission


  1. Draw up a series of factors that you think might affect consumer confidence.
  2. Explain what you understand by a positive and a negative demand-side shock. How might changes in consumer confidence generate demand shocks?
  3. Analyse the ways in which consumer confidence might affect economic activity.
  4. Which of the following statements is likely to be more accurate: (a) Consumer confidence drives economic activity or (b) Economic activity drives consumer confidence?
  5. What macroeconomic indicators would those compiling the consumer confidence indicator expect the indicator to predict?
  6. Analyse the possible short-term and longer-term economic implications of a fall in consumer confidence.
  7. How might uncertainty affect consumer confidence?
  8. What do the concepts of impatience and prudence mean in the context of consumer spending? When consumer confidence falls which of these might become more significant for consumer spending?