Sorry, The Upper Class Will Not Pull The US Economy Out Of The Depression

Tyler Durden's picture

Several months ago Zero Hedge did an exhaustive study of relative contributions to GDP by consumer class decile: the conclusion was that even though it accounts for a mere 10% of US population, the ultra rich are responsible for over 40% of consumption in the US (yes David Bianco, that ever critical 70% of GDP, get over it). Of course, they end up being taxed for the privilege of consuming so much, but that's irrelevant for this post. What is, however, is a recent GALLUP poll which proves that Rosenberg's theme of "new normal frugality" is now entrenched in the consumer's psyche, and not just among the lower- and middle-classed, but, most surprisingly, in the higher income brackets as well. In November the richest Americans reported a 14% drop in average daily discretionary spending to $117. This is a far cry, and 30% off, from the peak of $185/day report in April of 2008. It also represents a disappointing downward inflection from October 2009, when hopes prevailed that upper income spending would once again take off courtesy of 33 Liberty.

More from Gallup:

In a sign that the new normal in consumer spending continues unabated,
upper-income Americans' self-reported average daily spending in stores,
restaurants, gas stations, and online fell 14% in November, reverting
to its relatively tight ($107 to $121) pre-October 2009 average monthly
range. Middle- and lower-income consumer discretionary spending
increased by 7% last month but remained in its tight 2009 average
monthly range of $52 to $61. Still, consumer spending by both income
groups continues to trail year-ago levels by 20%, even as those
comparables have gotten easier to match -- possibly dashing hopes that
upscale retailers and big-ticket-item sales will do better this year.

What is less surprising is that fragility is definitely the name of the game in the formerly "aspirational consumer" category:

Consumers' self-reported spending on discretionary items among middle-
and lower-income Americans (those making less than $90,000 a year) was
down 20% in November from the depressed spending levels of a year ago.
As expected, this percentage decline from November 2008 is more modest
than the year-over-year declines of earlier in the year as year-ago
comparables have become easier to match. Although average daily
spending among this group was technically at its high for 2009 last
month, it continues to reflect a "new normal" spending pattern, staying
within a tight $4 spending range that has persisted during the past
four months.


The upper-class consumption inflection point happened in November...And not in the direction the administration desired:

Spending among upper-income consumers (those making at least $90,000 a
year) had reached its highest level of 2009 in October and had closed
the gap to -6% compared to the same month a year ago. The hope was that
the surge on Wall Street and the seeming stabilization of housing
values had encouraged some upper-income consumers to abandon the 2009
spending new normal. November's results dashed these hopes, as
upper-income consumers joined their middle- and lower-income
counterparts in spending 20% less than they had during the financial
crisis days of 2008 and returning to the relatively tight 2009 daily
spending range for this group prior to October.

Stratified by age groups, the biggest consumption drop happened in the traditionally richest age groups: the 50+ category.

Consumers in the child-rearing ages of 30 to 49 showed the smallest
November-over-November discretionary spending decline at 15% --
possibly because they have the least ability to downshift their
spending as the holidays approach. Younger consumers aged 18 to 29
experienced a larger decline of 23%. Those 50 to 64 years of age
reduced their year-over-year spending by 29%, while those 65 or older
had a decline of 32%. Overall, those in the 30 to 49 age group had the
highest average daily spending level in November ($81), while those 65
or older spent the least per day ($52).


Gallup essentially repeats Rosie's new frugal thesis word for word in their summary observations:

Overall self-reported consumer discretionary spending has been
essentially flat on a monthly basis throughout 2009 even when broken
out by age, income, region, and gender. It has also been down
significantly compared to the same months in 2008. The year-over-year
differences have declined somewhat during recent months, but much of
this closure in the 2008-2009 spending gap is a result of the easier
spending comparables from last year's financial crisis.

Gallup's analysis of the relationship between job creation and
consumer spending suggests that these lower spending levels are
attributable, at least in part, to today's dismal job-market
conditions. Further findings show that the current lack of job creation
has its greatest impact on middle- and lower-income consumer spending.

In this regard, October upper-income spending provided new hope that
the surge in the stock market and the increased stability of housing
prices might be encouraging these consumers to break out of their
year-long and relatively tight spending range. Instead, November's
results show that upper-income spending reverted back to its new normal
Given the greater discretionary spending flexibility of
upper-income Americans, this reversion to the pre-October spending
range tends to give added face-validity to the argument that a consumer
spending new normal exists -- independent of the job situation -- as
2010 approaches.

On a national level, the spending new normal suggests slower
economic growth than otherwise might be expected in the years ahead. In
turn, reduced consumer spending will complicate the job-creation
problem, not to mention fiscal and monetary policies. For example, one
might argue that the federal government and monetary authorities (the
Fed) need to take emergency actions to offset a temporary spending
shortfall due to job losses, but the same arguments do not necessarily
hold true when the spending reduction results from a new normal
spending pattern -- generally speaking, the private sector needs to
adjust to such changes in consumer behaviors.

For retailers, small businesses, and the companies that supply and
support them, a new normal spending pattern can mean complex changes
involving downscaling, upselling (people taking advantage to buy
upscale for less), inventory management, and people-related
The U.S. economy is designed to allow the private sector
to make such adjustments in order to optimize performance when faced
with such a rapidly changing business environment. Of course, the same
does not apply to maintaining the social safety net, particularly in
the face of double-digit unemployment and even higher underemployment.

While the spending "new normal" may not be good for the larger
economy in the short-term, it may be seen as a strong positive for
individual consumer households. Consumers, like their business and
banking counterparts, would be well-served to de-leverage by spending
less, saving more, reducing their use of credit, and thereby
strengthening their personal balance sheets. While this may not provide
the immediate-term returns to the economy of the over-leveraging of
recent years, a financially stronger U.S. consumer implies only good
things for the longer-term well being of both the U.S. and global

We look forward to how tomorrow's retail numbers are spun by the appropriate authorities (and Merrill Lynch) in hope of preventing the broader population from realizing that the old consumer spending patterns are as over as securitization.

h/t Geoffrey Batt