It is perhaps timely given the ongoing uncertainty around Brexit to revisit and update our blog Desperately seeking confidence written back in January. Consumer and business confidence reflects the sentiment, emotion, or anxiety of consumers and businesses. Confidence surveys therefore try to capture these feelings of optimism or pessimism. They may then provide us with timely information for the short-term prospects for private-sector spending. For example, declining levels of confidence might be expected to play a part in weakening the growth of consumption and investment spending.
Attempts are made to measure confidence through the use of surveys. 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.)
Confidence measures rebounded across all sectors during the 2010s, with positive balances being recorded consistently from 2013 to 2016 in services, retail and industry. Subsequently, confidence indicators became more erratic though often remaining at above-average levels. However, confidence indicators have eased across the board in recent months. In some cases the easing has been stark. For example, the confidence balance in the service sector, which contributes about 80 per cent of the economy’s national income, fell from +10.9 in February 2018 to -16.2 in February 2019, though recovering slightly to -9.2 in March 2019.
Chart 2 shows how the recent easing of consumer confidence has seen the confidence balance fall below its long-term (median) average of -7. In March 2019 the balance stood at -11.7 the lowest figure since November 2013. To put the easing into further perspective, the consumer confidence balance had been as high as +8.2 in September 2015. (Click here to download a PowerPoint copy of the chart.)
Changes in confidence are used frequently as an example of a demand shock. In reality changes in consumer confidence are often likely to be an amplifier of shocks rather than the source. For example, the collapse in aggregate demand in 2007/8 that followed the ‘credit crunch’, the severe tightening of credit conditions and financial distress of many sectors of the economy is likely to have been amplified by the collapse in consumer confidence. The weakening of confidence since 2016 is perhaps a purer example of a ‘confidence shock’. Nonetheless, falls in confidence, whether they amplify existing shocks or are the source of shocks, are often a signal of greater economic uncertainty.
Greater uncertainty is likely to go and hand in hand with lower confidence and is likely to reflect greater uncertainty about future income streams. The result is that people and businesses become more prudent. In the context of households this implies a greater willingness to engage in self-insurance through increased saving. This is known as buffer stock or precautionary saving. Alternatively, people may reducing levels of borrowing. In uncertain times prudence can dominate our impatience that encourages us to spend.
Chart 3 plots the paths of the UK household-sector saving ratio and consumer confidence. The saving ratio approximates the proportion of disposable income saved by the household sector. What we might expect to see, if greater uncertainty induces buffer-stock saving, is for falls in confidence to lead to a rise in the saving ratio. Conversely, less uncertainty as proxied by a rise in confidence would lead to a fall in the saving ratio. (Click here to download a PowerPoint of the chart.)
The chart provides some evidence of this. The early 1990s and late 2000s coincided with both waning confidence and a rising saving ratio, whilst the rising confidence seen in the late 1990s coincided with a fall in the saving ratio. However, the easing of confidence since 2016 has coincided with a period where the saving ratio has been historically low. In the first quarter of 2017 the saving ratio was just 3.3 per cent. Although the saving ratio has ticked up a little, in the final quarter of 2018 it remained historically low at just 4.9 per cent. Hence, the available data on the saving ratio does not provide clear evidence of the more cautious behaviour we might expect with waning confidence.
Consider now patterns in the consumer confidence balance alongside the annual rate of growth of consumer credit (net of repayments) to individuals by banks and building societies. Consumer credit is borrowing by individuals to finance current expenditure on goods and services.
Data on consumer credit is more timely than that for the saving ratio. Therefore, Chart 4 shows the relationship between consumer confidence and consumer credit into 2019. We observe a reasonably close association consumer credit growth and consumer confidence. Certainty, the recent easing in confidence is mirrored by an easing in the annual growth of net consumer credit. (Click here to download a PowerPoint of the chart.)
The year-to-year growth in net consumer credit has eased considerably since the peak of 10.9 per cent in November 2016. In February 2019 the annual growth rate of net consumer credit had fallen back to 6.3 per cent, its lowest rate since September 2014. As we noted in our recent blog Riding the consumer credit cycle (again) it is hard to look much past the effect of Brexit in acting as a lid on the growth in consumer credit. Therefore, while the recent falls in consumer confidence have yet to markedly affect the saving ratio they may instead be driving the slowdown in consumer credit. The effect will be to weaken the growth of consumer spending.
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Questions
- Draw up a series of factors that you think might affect both consumer and business confidence. How similar are both these lists?
- Which of the following statements is likely to be more accurate: (a) Confidence drives economic activity or (b) Economic activity drives confidence?
- What macroeconomic indicators would those compiling the consumer and business confidence indicators expect each indicator to predict?
- What is meant by the concept of ‘prudence’ in the context of spending? What factors might determine the level of prudence
- How might prudence be expected to affect spending behaviour?
- How might we distinguish between confidence ‘shocks’ and confidence as a ‘propagator’ of shocks?
- What is meant by buffer stock or precautionary saving? Draw up a list of factors that are likely to affect levels of buffer stock saving.
- If economic uncertainty is perceived to have increased how could this affect the consumption, saving and borrowing decisions of people?
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.
Articles
Questions
- Draw up a series of factors that you think might affect both consumer and business confidence. How similar are both these lists?
- Which of the following statements is likely to be more accurate: (a) Confidence drives economic activity or (b) Economic activity drives confidence?
- What macroeconomic indicators would those compiling the consumer and business confidence indicators expect each indicator to predict?
- What is meant by the concept of ‘prudence’ in the context of spending? What factors might determine the level of prudence
- How might prudence be expected to affect spending behaviour?
- How might we distinguish between confidence ‘shocks’ and confidence as a ‘propagator’ of shocks?
The latest consumer confidence figures from the European Commission point to consumer confidence in the UK remaining at around its long-term average. Despite this, confidence is markedly weaker than before the outcome of the EU referendum. Yet, the saving ratio, which captures the proportion of disposable income saved by the household sector, is close to its historic low. We consider this apparent puzzle and whether we can expect the saving ratio to rise.
The European Commission’s consumer confidence measure is a composite indicator based on the balance of responses to 4 forward-looking questions relating to the financial situation of households, the general economic situation, unemployment expectations and savings.
Chart 1 shows the consumer confidence indicator for the UK. The long-term average (median) of –6.25 shows that negative responses across the four questions typically outweigh positive responses. In October 2018 the confidence balance stood at –5.2, essentially unchanged from its September value of –5.8. While above the long-term average, recent values mark a weakening in confidence from levels before the EU referendum. At the beginning of 2016 the aggregate confidence score was running at around +4. (Click here to download a PowerPoint of the chart.)
Chart 1 shows two periods where consumer confidence fell markedly. The first was in the early 1990s. In 1990 the UK joined the Exchange Rate Mechanism (ERM). This was a semi-fixed exchange rate system whereby participating EU countries allowed fluctuations against each other’s currencies, but only within agreed bands, while being able to collectively float freely against all other currencies. In attempting to staying in the ERM, the UK was obliged to raise interest rates in order to protect the pound. The hikes to rates contributed to a significant dampening of aggregate demand and the economy slid into recession. Britain crashed out of the ERM in September 1992.
The second period of declining confidence was during the global financial crisis in the late 2000s. The retrenchment among financial institutions meant a significant tightening of credit conditions. This too contributed to a significant dampening of aggregate demand and the economy slid into recession. Whereas the 1992 recession saw the UK national output contract by 2.0 percent, this time national output fell by 6.3 per cent.
The collapses in confidence from 1992 and from 2007/08 are likely to have helped propagate the effects of the fall in aggregate demand that were already underway. The weakening of confidence in 2016 is perhaps a better example of a ‘confidence shock’, i.e. a change in aggregate demand originating from a change in confidence. Nonetheless, a fall in confidence, whether it amplifies existing shocks or is the source of the shock, is often taken as a signal of greater economic uncertainty. If we take this greater uncertainty to reflect a greater range of future income outcomes, including potential income losses, then households may look to insure themselves by increasing current saving.
It is usual to assume that people suffer from diminishing marginal utility of total consumption. This means that while total satisfaction increases as we consume more, the additional utility from consuming more (marginal utility) decreases. An implication of this is that a given loss of consumption reduces utility by more than an equivalent increase in consumption increases utility. This explains why people prefer more consistent consumption levels over time and so engage in consumption smoothing. The utility, for example, from an ‘average’ consumption level across two time periods, is higher, than the expected utility from a ‘low’ level of consumption in period 1 and a ‘high’ level of consumption in period 2. This is because the loss of utility from a ‘low’ level of consumption relative to the ‘average’ level is greater than the additional utility from the ‘high’ level relative to the ‘average’ level.
If greater uncertainty, such as that following the EU referendum, increases the range of possible ‘lower’ consumption values in the future even when matched by an increase in the equivalent range of possible ‘higher’ consumption values, then expected future utility falls. The incentive therefore is for people to build up a larger buffer stock of saving to minimise utility losses if the ‘bad state’ occurs. Hence, saving which acts as a from of self-insurance in the presence of uncertainty is known as buffer-stock saving or precautionary saving.
Chart 2 plots the paths of the UK household-sector saving ratio and consumer confidence. The saving ratio approximates the proportion of disposable income saved by the household sector. What we might expect to see if more uncertainty induces buffer-stock saving is for falls in confidence to lead to a rise in the saving ratio. Conversely, less uncertainty as proxied by a rise in confidence would lead to a fall in the saving ratio. (Click here to download a PowerPoint of the chart.)
The chart provides some evidence that of this. The early 1990s and late 2000s certainly coincided with both waning confidence and a rising saving ratio. The saving ratio rose to as high as 15.2 per cent in 1993 and 12.0 per cent in 2009. Meanwhile the rising confidence seen in the late 1990s coincided with a fall in the saving ratio to 4.7 per cent in 1999.
As Chart 2 shows, the easing of confidence since 2016 has coincided with a period where the saving ratio has been historically low. Across 2017 the saving ratio stood at just 4.5 per cent. In the first half of 2018 the ratio averaged just 4.2 per cent. While the release of the official figures for the saving ratio are less timely than those for confidence, the recent very low saving ratio may be seen to raise concerns. Can softer confidence data continue to co-exist with such a low saving ratio?
There are a series of possible explanations for the recent lows in the saving ratio. On one hand, the rate of price inflation has frequently exceeded wage inflation in recent years so eroding the real value of earnings. This has stretched household budgets and limited the amount of discretionary income available for saving. On the other hand, unemployment rates have fallen to historic lows. The rate of unemployment in the three months to August stood at 4 per cent, the lowest since 1975. Unemployment expectations are important in determining levels of buffer stock saving because of the impact of unemployment on household budgets.
Another factor that has fuelled the growth of spending relative to income, has been the growth of consumer credit. In the period since July 2016, the annual rate of growth of consumer credit, net of repayments, has averaged 9.7 per cent. Behavioural economists argue that foregoing spending can be emotionally painful. Hence, spending has the potential to exhibit more stickiness than might otherwise be predicted in a more uncertain environment or in the anticipation of income losses. Therefore, the reluctance or inability to wean ourselves off credit and spending might be a reason for the continuing low saving ratio.
We wait to see whether the saving ratio increases over the coming months. However, for now, the UK household sector appears to be characterised by low saving and fragile confidence. Whether or not this is a puzzle, is open to question. Nonetheless, it does appear to carry obvious risks should weaker income growth materialise.
Articles
Questions
- Draw up a series of factors that you think might affect consumer confidence.
- Which of the following statements is likely to be more accurate: (a) Consumer confidence drives economic activity or (b) Economic activity drives consumer confidence?
- What macroeconomic indicators would those compiling the consumer confidence indicator expect the indicator to predict?
- How does the diminishing marginal utility of consumption (or income) help explain why people engage in buffer stock saving (precautionary saving)?
- How might uncertainty affect consumer confidence?
- How does greater income uncertainty affect expected utility? What affect might this have on buffer stock saving?
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.
Articles
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)
Data
Business and Consumer Surveys European Commission
Questions
- Draw up a series of factors that you think might affect consumer confidence.
- Explain what you understand by a positive and a negative demand-side shock. How might changes in consumer confidence generate demand shocks?
- Analyse the ways in which consumer confidence might affect economic activity.
- Which of the following statements is likely to be more accurate: (a) Consumer confidence drives economic activity or (b) Economic activity drives consumer confidence?
- What macroeconomic indicators would those compiling the consumer confidence indicator expect the indicator to predict?
- Analyse the possible short-term and longer-term economic implications of a fall in consumer confidence.
- How might uncertainty affect consumer confidence?
- 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?