Economists spend a lot of time analysing consumers’ spending intentions. This is unsurprising given that UK household consumption is the equivalent to around two-thirds of Gross Domestic Product. One factor that is argued to affect spending decisions is consumer confidence. Despite a slight easing in recent months, survey data from the European Commission continue to show relatively high confidence levels among UK households. This follows a surge in consumer confidence during 2013 and into 2014.
Rising consumer confidence is identified frequently by economists as a positive demand-side shock. Therefore, rising confidence would be expected to boost an economy’s output levels as aggregate demand rises. The opposite holds for falling consumer confidence which is an example of a negative demand-side shock.
Given the impact that confidence can have on economies it is important to have measures which might be thought, however imperfectly, to capture consumer confidence. The European Commission’s confidence measure involves a monthly survey of around 2000 individuals in the UK. Across the 28 member states 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 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. The balances are seasonally adjusted.
Chart 1 shows the consumer confidence indicator for the UK. The long-term average of –8.8 shows that negative responses across the four questions typically outweigh positive responses. However, the current confidence balance is just above zero at +0.8. So, as well as indicating a generally positive disposition across UK households, confidence levels are well above the long-term average. (Click here to download a PowerPoint of the chart.)
Chart 2 enables us to see what has been driving the European Commission’s confidence indicator for the UK by looking at its four component balances. From it we can see that the boost to confidence in 2013 and 2014 coincided with a dramatic improvement in expectations of the general economic situation in the year ahead and a rapidly falling proportion of respondents expecting unemployment to rise.
The easing in confidence since the turn of the year appears largely to be the result of deteriorating expectations over the general economy. In April the forward-looking general economic situation balance had fallen to –12.5 the lowest balance since June 2013. The deterioration in this balance slightly lags the growing belief that unemployment will rise over the next 12 months, which began to take hold last Autumn. Some commentators argue these trends might reflect the uncertainty caused by the EU referendum to be held in the UK on 23 June. (Click here download a PowerPoint of the chart.)
The monthly survey contains other questions that can help to predict future spending patterns. For example, we might expect the responses to questions relating to perceptions around what the survey called ‘major purchases’ to give us some important insight in households’ financial well-being and spending plans. ‘Major purchases’ are taken to be items such as furniture, electrical goods and electronic devices.
Chart 3 shows the balances to both whether now is the right time to make major purchases and to whether respondents expect to spend more on major purchases in the coming 12 months compared to the past 12 months. We can see a marked improvement in sentiment from around the middle of 2013.(Click here to download a PowerPoint of the chart.)
By the start of 2015 there was a positive balance of individuals feeling that now was the right time to make major purchases. While this balance remained positive in April 2016 at +5.9 this was down from +11.7 back in January. Meanwhile, the forward-looking major purchase balance has fallen slightly in each of the last three months. But, it is still on a par with levels at the end of 2015. Hence, it is perhaps a little too early to talk of any significant easing of forward-looking sentiment around more major purchases having yet become established.
Taking the two major purchase balances together the tentative evidence points to a relatively mild easing in sentiment. This is consistent with the overall consumer confidence indicator.
It would seem that while consumer confidence has eased a touch from the highs of the past couple of years, confidence levels remain strong. Nonetheless, policymakers will be keeping a very keen eye on any signs that this easing in confidence is becoming entrenched with its implications for weaker consumption growth.
Articles
Brexit and euro zone worries weigh on UK consumers Reuters, (31/3/16)
Brexit’s Mixed Messages Depress Consumer Confidence, GfK Says Bloomberg, Fergal O’Brien (29/4/16)
UK consumer confidence stumbles Herald Sun, Dan Cancian (25/4/16)
Consumer ‘depression’ mounts over uncertain economy The Telegraph, Szu Ping Chan (29/4/16)
Consumer confidence at zero as Brexit fears ‘hit home’ The Telegraph, Szu Ping Chan (31/3/16)
Consumer confidence in UK at lowest level in 15 months, survey suggests Guardian, Katie Allen (29/4/16)
Data
Business and Consumer Surveys European Commission
Questions
- Draw up a series of factors that you think might affect consumer confidence.
- Analyse the ways in which consumer confidence might affect economic activity.
- Explain what you understand by a positive and a negative demand-side shock. How might changes in consumer confidence initiate demand shocks?
- Which of the following statements is likely to be more accurate? (a) Consumer confidence drives economic activity. (b) Economic activity drives consumer confidence.
- What macroeconomic indicators would those compiling the consumer confidence indicator hope that the indicator would help to predict?
- In recent times expectations about the path of the economy have been less optimistic. Yet at the same time more people are positive about how their financial situation will develop. What might explain this apparent contradiction?
- What might the long-term average value of the consumer confidence indicator reveal about peoples’ natural perceptions and expectations of their well-being?
There’s been much talk about the UK’s economic recovery and whether or not it has begun and whether consumer spending is actually the cause. The latest sector to post positive figures is the car industry, which has seen 2013 bring in the highest level of car sales since the onset of the credit crunch.
According to the Society of Motor Manufacturers and Traders (SMMT), vehicle registrations in 2013 were 2.26 million, which represented a 10.8% increase from 2012. That’s not to say that we have returned to the heights seen pre-crisis levels, as sales still remain some way below their 2007 figure, but the data is certainly moving in the right direction. The key questions are: What’s the cause of this growth and what does it mean for the UK economy?
The economy has certainly turned a corner and perhaps consumer confidence is improving to reflect this. With consumes more optimistic about future economic prospects, more luxury items may well be purchased. During the height of the recession, many families may well have said ‘it will last’ or ‘we’ll make do’, referring to their old cars. However, this improved confidence, together with attractive finance deals may have been instrumental in convincing consumers to splash out. This is reflected in the data, which indicates that some 75% of car sales involve a finance package. One further explanation that has been offered by industry analysts is that the refunds individuals are receiving through mis-sold payment protection insurance are providing a nice contribution towards the deposit.
PPI payments will certainly dry up, but as long as attractive finance packages remain, car sales should continue. A key factor affecting affordability may be interest rates. When they increase, any variable rate loans will become more expensive to service and this may act to deter consumers. However, if the car industry helps to stimulate other sectors and wages begin to increase, the overall effect may be to sustain and even further the growth of this key economic sector. The following articles consider the car industry.
UK car sales hit five-year high The Guardian, Angela Monaghan (7/1/14)
UK new car sales highest since 2007, SMTT says BBC News (7/1/14)
Car sales increased by almost 11% in 2013 Sky News (7/1/14)
UK new car sales rise to highest level since 2007 Reuters, David Milliken (7/1/14)
UK car sales up 11% in 2013, topping pre-crisis levels Wall Street Journal, Matthew Curtin and Ian Walker (7/1/14)
New car sales in UK at highest since before recession Independent, Sean O’Grady (7/1/14)
UK car sales top pre-recession levels Financial Times, Henry Foy (6/1/14)
Questions
- How important is the car industry in the context of the UK economy?
- How is the UK car industry performing relative to its Western rivals?
- Would a 30% single rate of income tax be equitable?
- Explain the way in which car sales have been affected by consumer confidence.
- How have finance packages helped to stimulate car sales?
- What are the key macroeconomic variables that are likely to affect the future performance of this key sector?
This autumn has been one of the mildest on record. Whilst this may be very nice for most of us, certain industries have been suffering. For example, gas and electricity consumption is down as people delay turning on their heating. One sector particularly badly hit has been clothing. Sales of winter clothes are substantially down and many retailers are longing for colder weather to boost their sales.
Of course, this is not helped by consumer incomes. With inflation at around 5% and average (pre-tax) weekly earnings currently rising by less than 2%, real incomes are falling. In fact over the year, even nominal disposable incomes are down 2.1%, given the rise in national insurance and income tax. And the problem of falling incomes is compounded by worries over the future state of the economy – whether it will go back into recession, with further falls in real income and rises in unemployment.
It’s no wonder that retailers are longing for some cold weather and for their customers to return from the seaside or their garden barbecues to the shopping malls. Look out for the ‘sales’ signs: they’re beginning to spring up as desperate retailers seek to attract wary customers.
Webcast
Retailers slash prices in Christmas build-up BBC News, Tim Muffett (25/11/11)
Articles
Winter woes: warm weather means shoppers aren’t buying as much Guardian, Zoe Wood (21/11/11)
Shoppers urged to be savvy as Christmas sales last for weeks The Telegraph, Victoria Ward (21/11/11)
Data
Earnings tables: Labour Market Statistics ONS (November 2011)
Personal Income and Wealth ONS
Price Indices and Inflation ONS
Personal Inflation Calculator (PIC) ONS
Questions
- Identify the determinants of demand for winter clothing.
- How responsive is demand likely to be to these determinants (a) over a period of a few weeks; (b) over a period of a few months?
- What factors should a retailer take into account when deciding whether to make pre-Christmas discounts?
- Assume that you are employed but are afraid of losing your job in a few months’ time. How would this affect your consumption of (a) seasonal goods; (b) durable goods; (c) day-to-day goods?
- What longer-term strategies could retailers adopt if they predict tough trading conditions over the next two or three years?
With all the concerns recently about Greek and Italian debt and about the whole future of the eurozone, you would be forgiven for thinking that the problems of the UK economy had gone away. This couldn’t be further from the truth. Problems are mounting and pessimism is growing.
First there is the problem of a contracting eurozone economy. This will directly impact on the UK as almost half of UK exports go to eurozone countries. Second there is the impact of the government expenditure cuts, most of which have still not taken effect yet. Third there is the fact that, with the combination of inflation over 5% and nominal pay typically rising by no more than 2%, real take-home pay is falling and hence too is the volume of consumer expenditure. Fourth, there is the increasingly pessimistic mood of consumers and business. The more pessimistic people become about the prospects for their jobs and incomes, the more people will rein in their spending; the more pessimistic businesses become, the more they will cut back on investment and economise on stock holding.
Forecasts for the UK economy have become considerably bleaker over the past few weeks. These include forecasts by the National Institute for Economic and Social Research (NIESR), the accountancy network BDO, Ernst & Young’s ITEM Club and the CBI in its SME Trends Survey and November Economic Forecast. The Treasury’s latest Forecasts for the UK Economy, which brings together forecasts by 29 different organisations, also shows a marked increase in pessimism from September to October.
So is it now time for the government to change course to prevent the economy slipping back into recession? Do we need a Plan B? Certainly, it’s something we’ve considered before on this news site (see Time for a Plan B?). The latest call has come from a group of 100 leading academic economists who have written to the Observer. In their letter they spell out what such a plan should contain. You’ll find a link to the letter below and to other articles considering the proposals.
The letter
We economists have a Plan B that will work, Mr Osborne Observer letters (29/10/11)
Articles
Plan B: the ideas designed to restart a stalled UK economy Observer, Daniel Boffey and Heather Stewart (29/10/11)
Plan B could have been even more aggressive, but it would definitely work Observer, Will Hutton (29/10/11)
The economy: we need Plan B and we need it now Observer editorial (30/10/11)
If tomorrow’s growth figures disappoint, Plan B will be a step closer, whatever David Cameron says The Telegraph, Daniel Knowles (31/10/11)
Plan B to escape the mess we are in Compass, John Weeks (7/11/11)
The report
Plan B; a good economy for a good society Compass, Edited by Howard Reed and Neal Lawson (31/10/11)
Questions
- What are the main proposals in Compass’s Plan B?
- How practical are these proposals?
- Without a Plan B, what is likely to happen to the UK economy over (a) the coming 12 months; (b) the next 3 years?
- Why might sticking to Plan A worsen the public-sector deficit – at least in the short term?
- What are the main arguments for sticking to Plan A and not easing up on deficit reduction?
- Find out what proportion of the UK’s debt is owed to non-UK residents? (See data published by the UK’s Debt Management Office (DMO).) How does this proportion and the average length of UK debt affect the arguments about the sustainability of this level of debt and the ease of servicing it?
- If you had to devise a Plan B, what would it look like and why? To what extent would it differ from Compass’s Plan B and from George Osborne’s “Plan A”?
The growing interdependence of economies has never been more true than over the past few years. The credit crunch began in the US and gradually spread to the rest of the world. As the saying goes, ‘when America sneezes, the world catches a cold’. The US economy is the largest in the world and with such a close relationship to the UK, its economic situation is critical. GDP growth in the first quarter was a mere 0.4% and in the second quarter, it was revised down from the US Commerce Department’s original estimate of 1.3% to just 1%. This was attributed to weaker growth in business inventories, a fall in exports and less spending from the state and local governments. Personal consumption expenditure and exports did rise, but the increase in the former was hardly noticeable (0.4%) and in both cases, the second quarter increase was significantly down on that in the first quarter.
With GDP growth remaining low, there’s not much better news when it comes to US unemployment, which remained at 9.1% from July. It was expected that a further 70,000 jobs would be created in August, but the latest figures suggest that no new jobs were created. It seems that the data on growth and the components of aggregate demand are enough to bring consumer and investor confidence down. Virginie Maisonneuve said:
‘Companies that are overall doing OK are hesitating to hire and invest further, creating some fragility for the economy… We will need some help from the Fed and the government to avoid a recession.’
President Obama is due to make a speech in which he will outline a new plan to boost economic growth. Crucial to this will be restoring confidence, as without it, businesses will not invest, consumers will save rather than spend, jobs will not be created and growth will remain sluggish. This will do nothing to help the still weak economies of Europe. Indeed, following news of the US job situation, stock markets across the world fell, as fears of recession set in. The Dow Jones opened 2% down, the FTSE 100 ended 2.3% down (although this was also affected by a weakening in the construction sector), markets in Germany, France and Spain were down by over 3% and in Italy by over 4%.
US GDP revised down to 1pc in second quarter as growth stalls Telegraph (26/8/11)
US economy: no new jobs added in August BBC News (2/9/11)
Jobs data confirm US growth fears Financial Times, Robin Harding and Johanna Kassel (2/9/11)
Markets fall on weak U jobs data BBC News (2/9/11)
FTSE falls after weak US jobs data The Press Association (2/9/11)
European stocks knocked by dire US jobs data Reuters (2/9/11)
Fears over US economy cause world market route Economic Times (2/9/11)
FTSE 100 extends losses after poor US non farm payroll figures Guardian (2/9/11)
Questions
- What is aggregate demand? Which component is the biggest engine of growth for an economy?
- Why did markets decline following the data on US jobs?
- Why is the economic situation in America so important to the economic recovery of other countries across Europe?
- Why are there suggestions that the US is underestimating its inflation?
- Why is the US economic data for the second quarter of 2011 so much worse than that of the first quarter? What could have caused this downturn?
- What action could the government and the Fed take to boost confidence in the US economy and stimulate economic growth? Can any of this be done without causing inflation?
