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Americans went on something of a shopping spree in October. Economists had predicted retail sales would rise by one percent compared with the previous month, an acceleration of the pace of spending growth from the 0.7 percent gain reported in September. On Tuesday, however, the Department of Commerce said that spending had leaped up 1.8 percent from the previous month. What's more, the September figure was revised up a tenth of a point.
The framing from the Associated Press of this news was typical of the establishment media's weird reaction. "Defying inflation, Americans ramped up spending last month," the AP headline declared. A better interpretation would be to say that Americans ramped up spending because of inflation. After all, with prices soaring on almost everything, Americans had little choice but to spend more or cut back. Spending at grocery stores, for example, rose 1.1 percent not because Americans were defying inflation but because groceries were more expensive.
This misreading of inflationary spending activity as consumer confidence leads to further mistakes. "Yet the October gain the government reported Tuesday was solid enough for most economists to anticipate holiday shopping jumping by a record amount this year," the AP reported. It strikes us as more likely that the October gain is evidence that inflation and threatened shortages have pulled forward shopping. Waiting another month to buy Christmas gifts means higher prices and less selection. The word is out: buy early.
If we're right about shopping being pulled forward, the traditional shopping season could be weaker than expected. Raising expectations now based on October purchases practically guarantees a disappointment when the final tally is taken.
If the U.S. does manage to avoid the sort of Covid infection resurgence now hitting Germany, it is possible consumer sentiment will improve as the Delta wave fades into the review mirror. Warmer than expected weather, which will keep home heating costs down, could give a boost to holiday cheer. So a strong holiday shopping season is not completely off the table; it's just far less likely than the naive readings of the October retail numbers imply.
– Alex Marlow & John Carney
Breitbart News Network
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