Now, let’s talk savings vs private investment. We have all seen the data from the U.S., savings rates went parabolic during the Covid idiocy and as expected, savings rates have normalized and gone even lower as high inflation causes consumers to eat into their savings to maintain consumption habits. We also know that consumers are already making purchase decisions and have shown a willingness to defer consumption in non-core, non-favorite categories. This will continue and it will take a little time for consumers to build back up their savings once inflation does cool off. For now, I would avoid the 2nd, 3rd, fourth tier brands and categories in a world where we are making real purchase choices. The first chart is the U.S. and then we have Japan with the reverse situation (it’s a cultural thing and they love luxury goods), then we have the Eurozone (falling but still overall high savings), and then China (my goodness it’s not a matter of IF but when they begin their revenge spending). Again, luxury spending looks set to rip back in China at some point. The top Chinese brands should be getting some real snapbacks in spend coming.
Today’s retail sales was strong, e-commerce very strong, nominal numbers always look great in inflationary, higher priced environment. What could hurt spending going forward: continued high food costs, continued high overall inflation across most purchase items. wealth effect deterioration (home prices and stock market woes). Debt usually is not a sign of health so some slowing in spending should be expected. Brand relevancy matters more now than ever.