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Black Friday

evanheathrow.jpgI've arrived in the US for a 10-day look at some of the economic jitters here. And guess what: I find I have arrived in New York on Black Friday.

That term is apt to mis-interpretation. Black Friday is not another bad hair day in Wall Street. It's the term used by American retailers to describe the day after the Thanksgiving Holiday, seen as the semi-official start of Christmas shopping season. (It isn't really the start, by the way: the decorations do go up earlier.)

The name Black Friday is reported to derive from the 1970s, and comes from either the bad traffic conditions prevalent, or from the fact that retailers expect this day to mark the season of the year, in which they expect to go into the black.

It is a bit of a tradition. To my amazement, the shops open at about 5am; some in fact are beginning to open on Thanksgiving itself. Queues build up round the block, the shops offer so-called "doorbuster" deals. It's all great fun.

Now, the shops will look busy today, and there is already a lot of hype around the great deals on offer. But the big question is whether this year's Black Friday will really be black for retailers. Can they possibly enjoy strong trading in the frazzled economic conditions of the time?

It's a question of importance to the whole world.

For years, we've grown dependant on American consumers as the world's spenders of last resort. They've kept Europe out of recession, allowed China to industrialise, and prevented global deflation.

But at the same time, they've not been looking after their own futures. The savings ratio in the US (the proportion of households' disposable income that is not consumed) has been in a long-term decline since the early 1980s. In the most recent data, it has dipped negative – yes negative. It means they are "running on empty" as they say. It can't go on.

This year surely has to be the one where the long-awaited turn occurs.

Why now? It's simple. For the past decade, Americans have seen their wealth increase without them having to save: first, their shares went up, and when they stopped rising in 2000, their houses went up.

That gave people a sense of wealth that appeared to justify saving less.

But with the housing market in serious decline, people will have to save if they want a pension. Not just sit and watch the pension materialise out of nowhere.

So the question for the shops over here, and for the world's manufacturers, is how big and how fast will the adjustment in US savings be? Here are three options.

• Will Americans just raise their savings to back inside positive territory for example? That would still be an adjustment for us all, because world spending growth has been boosted in the recent past by that small decline in US savings.

• Or will Americans slowly raise their savings back to a normal historical level – 5 to 10% of income, say? That would represent quite a big adjustment for the world economy. Remember the US is 25% of global spending, and US consumer spending is probably about 20% of the world's total demand. Saving 5% of that, is like a 1% reduction in global demand.

• But the third and least attractive option for the world is that Americans over-compensate. They might see their house price fall, and think "not only am I not getting richer anymore, I am actually getting poorer". In which case instead of simply reverting to normal and saving 5 to 10% of income, they might choose to make up for lost ground and save 10 to 15% instead, at least for a few years.

We won't know which of these three courses the economy will follow by the end of Black Friday, but this season's shopping might provide the first clues.

I'll hope to get some early comments on the retail scene on ´óÏó´«Ã½ TV news programmes early next week.

Comments   Post your comment

  • 1.
  • At 08:09 PM on 23 Nov 2007,
  • Adam Ward wrote:

Isn't it a bit naive to think that the average American consumer CAN save, even if they wanted to?

With oil and food costs inflating, the end of importing deflation from China, and that capitalism has made them such an efficient a labour force, that both parents working is a necessity rather than a choice - where is the free capacity to save?

And even if they had any, surely they'd be using it to pay their freshly repriced mortgage anyway - if they've not been foreclosed yet?

I suspect that any element of choice will just compound the unavoidable effect of those who no longer have one.

  • 2.
  • At 10:04 PM on 23 Nov 2007,
  • Andrew Hulley wrote:

Evan, so did the lure of the £/$ finally compell you to fabricate a visit/ reporting 'live' from NY? We look forward to seeing your new wardrobe soon.

  • 3.
  • At 11:12 PM on 23 Nov 2007,
  • Mark wrote:

Here are the numbers. The US economy is about 13 trillion dollars GDP. Two thirds of it is driven by consumer spending, that's nearly 9 trillion dollars. Much of this drives the world's economy as spending causes a cascade of manufacturing to meet demand creating jobs and wealth around the world. The US has an enormous trade deficit every month which means it buys more from the rest of the world than it sells to it. Therefore, even small changes in American consumer demand can have a profound effect overseas. There's an old saying, when the US catches cold, the rest of the world catches pneumonia. That's what it means. Changes in the American economy or trade policy can make or break the economies of other nations, even inadvertently. One example is Cuba whose economy has been crushed by a trade embargo lasting over 45 years.

Americans are generally optimistic usually have a very positive outlook often spending more than they can afford hoping things will get better. They frequently run up big credit card debt which they pay off over time. When times are tough because they see people losing their jobs and are afraid they will lose theirs too, they tend to tighten the reins. The Federal Reserve Bank can nudge the consumer and industry one way or the other by raising or lowering the "prime rate" the short term rate it charges the best banks. This affects short term interest rates to speed up or slow down the entire economy by making it easier or harder to get credit. They can also adjust the money supply. This is the fine tuning performed between a growing and inflating economy and a recession or contracting economy. The goal is to grow the economy for the longest time at the highest sustainable rate, the so called Goldilocks economy, not too hot, not too cold. However, it takes months for any change in the federal rates to be reflected in the economy as a whole as the change ripples through it. They cannot affect long term interest rates. It's been described as being like pushing on a string. Right now there is worry over inflation in the cost of energy. It will cost Americans more to drive their cars and heat their homes this winter leaving less for discretionary spending. The increased cost of fuel is an inflationary factor. On the other hand, the credit crunch caused by among other things the drop in the value of houses and the sub prime lending debacle is a contracting factor. The board of the Federal Reserve Bank meets regularly to assess the conditions around the country in different regions and in different sectors of the economy to come up with one number for interest rates that they feel works best. They use vast quantities of data, very complex mathematical models, and often reassess data from prior months as further updates to them generate revisions. They've gotten pretty good at it. The last recession was in 2000 and was shallow and mild compared to others. European economists said Europe would be immune to its effects as they saw it coming. In fact, except for Great Britain, all of the European economies were affected and they did not recover until long after it was over in the US. It will be interesting to see the effect of a recession in the US on the rest of the world if we have one. I think the EU economies are far more fragile than they were 7 years ago. I think China's is too.

  • 4.
  • At 11:42 PM on 23 Nov 2007,
  • close our country back up wrote:

I think it would be a great idea for us to save more then ever before! clip coupons, cancel trips (for now), take note of the way the French work and do the opposite! Work harder, longer and more efecentley. We need to get back to what America was, what made America great! Blood, Sweat and Tears, it didn't come easy... Tough, thats what we are. We will bounce back

  • 5.
  • At 02:23 AM on 24 Nov 2007,
  • Steve wrote:

You really wouldn't have thought the US had an economic crisis brewing on their doorstep. Judging by the hundreds of people waiting in line by my local 'Best Buy', some for over 13 hours, I would say it's going to be option 1. What with there being 4 weeks of Christmas shopping left which will be quickly followed by the January Sales, it'll be well into the next year before US consumer spending begins to slow. Of course, by then, the number of foreclosures on houses may have already hit record levels. So why aren't people saving...? Perhaps they don't quite understand the implications or maybe things are not quite as bad as they seem....

  • 6.
  • At 07:00 AM on 24 Nov 2007,
  • Stuart Jones wrote:

On pensions "materializing out of nowhere", how do house price increases contribute to this? i.e. how, practically speaking, would a homeowner turn the equity into cash? More debt? Sell-up and move into a caravan?

Seems to me that this is a widespread fallacy and house price inflation, on balance, reduces people's ability to set aside funds for retirement.

If I'm right, the ´óÏó´«Ã½ should not be perpetuating this.

"But the big question is whether this year's Black Friday will really be black for retailers."

I know it's a bit simplistic but surely they've got it made; only those that sell imported goods will be hurting: anything made in the US will be the same price for Americans but cheap for tourists...whom are already flooding in, which means that US companies will be awash with cash. The only down side is that the trip to Europe will be cancelled this year.

  • 8.
  • At 09:00 AM on 24 Nov 2007,
  • Andrew Hulley wrote:

The lure of the £/$ finally compelled you to fabricate a visit/ reporting 'live' from NY? We look forward to seeing your new wardrobe soon.


For decades Europe has been out in front of the U.S. in a consensus about the environment. The U.S. is now catching up but in a way likely unanticipated by anyone in Europe.

Americans hold their government largely to blame for failures (Iraq, economic, cultural perception, loss of esteem worldwide and largely plain idiotic leadership).

What is coming into view for many Americans is the extent to which economic growth has come at the expense of a pummeling and bludgeoning debasement of the American experience.

Here are some examples:

The rise in home prices has bestowed upon American who owns home, something of a windfall. But this "windfall" has at the same time made home ownership for all Americans a massively more expensive enterprise. Expenses of all types related to home ownership do not rise exactly as do the sticker price of homes. They rise roughly three times faster due to higher costs paid in interest on larger loans, higher insurance costs paid on more highly valued policies, higher property taxes due to higher property evaluations, and higher maintenance and improvement costs due to the GoldRush real estate mentality.

And these higher costs are not retreating as the real estate GoldRush is coming to an abrupt end and housing prices fall. The continue to rise. The costs of foreclosure and empty-building blight are passed all around and paid by everyone. When a property is foreclosed on in the U.S., these properties must then be sold through a licensed realtor, who of course makes their standard commission. These properties must be inspected, adding that fee. The must be appraised to apply for a loan. They must be mortgaged again including those fees and new costs. And of course, as long as homeowners are spending all that money trying to rehabilitate a previously foreclosed home that was generally trashed by the evicted previous occupant, the municipality will step in again, reassess the property and raise property taxes yet again.

And meanwhile, wages in the U.S., have not risen at a pace even remotely connected with all this hidden inflation. Our government economists seem to now measure inflation based solely upon what must be paid to a worker to drive his rusty old automobile to work every day and nothing else. This makes every American poorer by quantum leaps. It also makes every citizen of the world poorer by quantum leaps because American wages are the standard by which the world of wages is measured.

What we are witnessing in the U.S. is clearly a race to the bottom, and, we're getting there too.

And interestingly Americans are blaming politicians of every ilk at every turn of the apparently inexorable screw.

Many economists here in the U.S. are raising the alarm about a growing call for isolationism from within the U.S. electorate. "Keep out the immigrants!" "Put up trade barriers and bring U.S. jobs home!"

And the popular opinion of our purportedly civic-minded, friendly, and scientific economists in the U.S. is now not much more favorable than would have been that of a tax collector in Sherwood Forest.

Some free-thinkers are even calling for a negative growth economy in order to save some of the quality of life and standard of living escaping Americans at a pace quickening, away from the much more comfortable past.

What Americans are most concerned for is best described by the five year old test for measuring progress.

The five year old test goes like this:

You were five years old. I was five years old. Five years old is a precious age.

Can any of us say that since we were five years old, the quality of life and the standard of living for each years' successive crops of five year olds has improved?

If we cannot answer in the affirmative here, saying, Oh, yes! On average every year life for five year olds has improved over previous years, then despite all the good economies, despite all the so-called economic progress, despite all the new inventions and shiny new objects created by empirical curiosity, and especially despite all the promises of these damned lying politicians to deliver the electorate to a better place, there is no real progress occurring.

Don Robertson, The American Philosopher

  • 10.
  • At 12:52 PM on 24 Nov 2007,
  • David Greenhalgh wrote:

Dear Evan
You poor Englishman....you really don't know middle class Americans, do you...they are largely 'jam today' people...so while those of us in the rest of the world may be affected by their declining dollar and the credit crunch (thanks to dumb bankers relying on the equivalent of used car salesmen posing as mortgage brokers), I don't think we have too much to worry about from them turning much more than 5 degrees from their current lack of savings proclivities...retirement is just too far away to have them imposing that kind of serious discipline on themselves...and after all besides there's always Uncle Sam to bail them out, haha...good luck finding any exceptions while you're there....

  • 11.
  • At 02:03 PM on 24 Nov 2007,
  • GMan wrote:

Your forgetting that we Americans are addicted to buying things, we will spend the World to ruin. So I hope the World has a back up plan to my desire to own shiny new things.

  • 12.
  • At 02:29 PM on 24 Nov 2007,
  • Kara Tyson wrote:

It really is so American. The Thanksgiving edition of the daily paper is crammed full of "deals." Some stores open at midnight. A local mall had a line a mile long (down the highway) even though it was 45 degrees outside (7 degrees celsius).

But don't mistake this for Christmas spirit--One man was arrested about 4 a.m. for punching another man who was attempting to break up a scuffle over a teenager selling his place in line for $100.

It's not my thing. It never will be.

  • 13.
  • At 03:52 PM on 24 Nov 2007,
  • Bill Cartwright wrote:

Of course, conversely, whilst you're spending-it-up over in NY, it's Buy Nothing Day over here in the UK, when small retailers trying to make a living increasingly get hammered by the 'worthy' organisations trying to stop the consumer spending their money. Instead of Buy Nothing Day, why can't we have "Buy Local" or "Buy Independent" day, to help support local businesses?

  • 14.
  • At 04:02 PM on 24 Nov 2007,
  • Bill Cartwright wrote:

Of course, conversely, whilst you're spending-it-up over in NY, it's Buy Nothing Day over here in the UK, when small retailers trying to make a living increasingly get hammered by the 'worthy' organisations trying to stop the consumer spending their money. Instead of Buy Nothing Day, why can't we have "Buy Local" or "Buy Independent" day, to help support local businesses?

  • 15.
  • At 05:53 PM on 24 Nov 2007,
  • Hugh wrote:

As we look at American consumer spending, or lack of it, in late 2007 and its possible effects on the world economy, we might just be making a mistake about the model we are employing. The epicentre of the world's consumerism has moved East, China and India, with almost half the world's population between them, are hungry for consumer goods and goods that they actually manufacture themselves. It is not surprising that both countries seem to be shaking off the current crisis, could this be the end of USA inc.?

  • 16.
  • At 05:54 PM on 24 Nov 2007,
  • Hugh wrote:

As we look at American consumer spending, or lack of it, in late 2007 and its possible effects on the world economy, we might just be making a mistake about the model we are employing. The epicentre of the world's consumerism has moved East, China and India, with almost half the world's population between them, are hungry for consumer goods and goods that they actually manufacture themselves. It is not surprising that both countries seem to be shaking off the current crisis, could this be the end of USA inc.?

  • 17.
  • At 09:51 PM on 24 Nov 2007,
  • Patrick wrote:

I would wager that the average American consumer will keep spending until they run out of credit. Unfortunately that is a worse situation than the three you listed above, since your scenarios rely on the good judgment of the average Joe, which if the past two elections are any indication, they don't have any. Therefore, defaults will rise, foreclosures will rise, and fewer people will be able to afford housing. I live in an apartment and after chatting with my management he said that they've stopped looking at defaults to determine whether a person is suitable for tenancy. That indicates to me that had they not done that, tenancy would decrease and the homeless rate would rise. I fear the American dream will have to deflate for a few years more before a recovery is seen.

  • 18.
  • At 11:27 PM on 24 Nov 2007,
  • wrote:

One day -black friday- does not make a year much less a decade.
The negative savings will get worse as we continue forward with the house pricing devaluation.
The lastest fed report stimates at 40% the house owners have used the past pricing increase of their houses as a cash ATM to continue their spending binge. Borrowing against those hyper valued homes might turn out to be the ignition of the first global recession of the 21 century. Greed might be good, but does a lot of damage to many.
Add to the pain the dollar declining at outstanding rate, not only is American consumer poorer, with a poor currency but due to its eeconomic based deteriorated, it has little prospect to lift the bulk of spenders from the inflationary force of oil.
Welcome to the irresponsible capital ideas of America. Might the servants of the Queen join the parade!


  • 19.
  • At 02:20 AM on 25 Nov 2007,
  • peter marzano wrote:

Unfortuately, we, as Americans, will just keep on spending until we run out of credit cards. Americans will stop at nothing and just shop and spend so the world need not worry. We need a good slap in the face but we have no willpower nor restraint when it comes to spending. Its terribly sad really...

  • 20.
  • At 04:56 AM on 25 Nov 2007,
  • beekerman wrote:

Americans are indoctrinated early and often to believe in two important things: 1) That they are at their best when they consume the most and 2) That they participate in the direction of the country. What is amazing is the awesome, coordinated pull on the middle and lower classes to spend for the good of the economy, the country and now (it seems) the world. For example, after 9/11 we were encouraged to get out there to spend and travel, lubricating the gears of the economy and keeping the bad guys from winning. It was the patriotic thing to do. Now each economic quarter has its own nervous tension, "Are we doing our part? Will the economy continue to grow? Couldn't we use another plasma TV in the bedroom?" The creaking and groaning of a overstressed system is all around us. Better get out there and spend some more!

  • 21.
  • At 12:04 PM on 25 Nov 2007,
  • wrote:

I think the negative wealth effect of falling house prices will inevitably cause a fall in consumer spending. I cannot see the very low savings ratio being maintained in a period of falling wealth

  • 22.
  • At 10:46 PM on 25 Nov 2007,
  • wrote:

With no intention whatsoever of being disrespectful to Professor Stiglitz this sounds like a nobrainer. It seems strange to hear most economists applying old world maxims of trade and currency movements to hold out a glimmer of hope on the horizon due to rebalancing of trade deficits. There has been a paradigm shift mostly in the US but not very far behind in the rest of the world. Manufacturing output is on an uninterrupted downward slope , software and certain services are already oligopolistic , service outsourcing to India is a torrent and following the manufacturing story and the internet and telecommunication revolution enable most of the remaining services jobs to vanish virtually overnight. The political backlash has been remarkable in its absence but the dam my well be about to burst. Can global warming and the consequent opportunities to grow more food in North America really help the US? Does the mighty industrial American economy really have to look at agriculture for survival? But all that is in the long term. In the short term maybe a hard recession is really good for us Americans. It will help us to consume less , focus on education rather than on the 50 inch LC TV, create the willingness for our voters to demand to be protected the same way European laws protect their citizens and force our politicians to be servants of the people than being the handmaiden of corporations big or small as they are today. Maybe it will force our people to realize that we are in an undeclared war where the American consumer is the one left holding the bag when the music stops. Enough!

  • 23.
  • At 10:59 PM on 25 Nov 2007,
  • wrote:

Manufacturing output is on an uninterrupted downward slope , software and certain services are already oligopolistic , service outsourcing to India is a torrent and following the manufacturing story and the internet and telecommunication revolution enable most of the remaining services jobs to vanish virtually overnight. The political backlash has been remarkable in its absence but the dam my well be about to burst. Can global warming and the consequent opportunities to grow more food in North America really help the US? Does the mighty industrial American economy really have to look at agriculture for survival? But all that is in the long term. In the short term maybe a hard recession is really good for us Americans. It will help us to consume less , focus on education rather than on the 50 inch LC TV, create the willingness for our voters to demand to be protected the same way European laws protect their citizens and force our politicians to be servants of the people than being the handmaiden of corporations big or small as they are today. Maybe it will force our people to realize that we are in an undeclared war where the American consumer is the one left holding the bag when the music stops. Enough!

  • 24.
  • At 05:05 AM on 26 Nov 2007,
  • wrote:

Being a middle aged American I find it difficult to believe that Americans are going to change their spending habits by choice, but instead by necessity. The Credit Crunch is indeed real. Banks will continue to get heavy losses, which will cause them to play games to get the most for their money and cut their losses.

This will create a recession like scenario because consumers will spend less. The cycle of higher oil prices and few alternatives is abruptly changing consumer behavior while American incomes are not keeping pace.

Ironically, the only real way to stop the downtrend in the short term is to lower interest rates to bailout bad home loans, but greedy bankers can't see the light at the end of the tunnel and will cause more homeowners to foreclose for fear of more losses.

Savings --Not Survival --yes

As a person who could possibly lose my own home, I'm extremely unhappy with the attitude of Banks and Politicians. We purchased our home for 77K with some improvements and is now mortgaged for 400K less than 15 years later.

  • 25.
  • At 12:09 PM on 26 Nov 2007,
  • wrote:

This is one of the most disturbing reports that I have ever read.

Nevertheless, it is good that at last, the "secret" is publically admitted: There is no real global economy at all.

Instead, the whole world is held completely hostage to the whims of American consumers. How nice of them to have "kept Europe out of recession, allowed China to industrialise, and prevented global deflation".

What I find trully disturbing -is the apparent acceptance of this disgusting state of affairs by the writer. Personally, I cannot think of a punishment bad enough for all those responsible for letting this madness happen.

Isn't it long overdue that we all shook ourselves free from this global feudalism -and developed a more responsible social-economic system?

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