The article is about the predictions of the amount of
sales that are happening during the holiday season. As the author mentioned, expenditures
might not be as big as they were last year because of the lack in consumer
confidence. There are two reasons why the consumer confidence is expected to
drop. First is the December sell-off at the stock market. Around Christmas,
people need money, not stocks. So when a lot of people sell their bonds the
value of those bonds go down. The stock market has, as said in the original
article, a huge influence on consumer confidence. When the value of stocks go
down, so will consumer spending. Another reason is the fact that there are
important measures coming to avoid the fiscal cliff. Measures like an increase
in tax rates and a decrease in government spending, set to begin in January.
The uncertainty about the exact amounts of these measures and the exact
influence it has on individuals hurts the consumer confidence. A lack in
consumer confidence makes people hold on to their money and spend less.
Retailers will be hurt because they’re relying on the consumer for the huge December-revenue
(one-fifth of industry sales), and jobs may be cut.
The author mentioned the reasons why there should be
no fear for a decline in holiday-sales, but didn’t mention the question whether
or not the lawmakers should act now, to make sure that people know what to
expect. President Obama’s top economic advisors released a report saying that
Congress needs to prevent tax hikes on middle class families, because that’s
the group spending the most, otherwise consumer confidence will decline. Other
recent reports by the University of Michigan and Rasmussen Reports also show a
decline in consumer confidence after the election’s renewal of fiscal
cliff-fears. Also the National Retail Federation and the CEO’s of Wal-Mart,
Costco and Macy’s are arguing the necessity of clarifying January’s measures.
But, on the other hand, consumer spending has not reflected these fears up until
now. Spending over Thanksgiving weekend hit a new high of 59.1 billion dollar,
a 13% increase in comparison to last year. Consumer confidence also rose to a
four-year high in October, as job growth and rising home prices lifted spirits.
Another reason why people are not responding to the uncertainty’s planned for
January might be because consumers just don’t realize what an impact the new measures
are going to have on their aggregate income, according to some experts.
It’s very important to act wisely now, with the new
rise in taxes planned for next January, there will be a fall in aggregate income
and there is going to be less spending, simply because people don’t have the
money anymore. Retailers need the revenue made in the holiday season. It’s
going to be a difficult time but it’s necessary to get America rolling again.