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Consumer Spending on the Mend
This week, we got three pieces of data that suggested the May/June slowing in reported retail sales was indeed some type of statistical fluke (
http://video.cnbc.com/gallery/?video=3000103065&play=1). First, the consumer spending estimate in the second-quarter GDP report was boosted from 1.5% to 1.7%. Interestingly, this report also suggested that some of the well-known weakness in retail spending in the second quarter was offset by the
best performance in consumer services since 2006, with services growing a remarkable 2.6%. So in the second quarter, consumers were spending, just not at stores or car dealerships. The services sector is about twice as large as the goods-related categories.
July Comprehensive Consumption Data Rebounded Sharply From June's Loss
Then, the official consumption report for the month of July affirmed what various retail reports had already hinted at--namely that consumption of goods bounced back sharply. Inflation-adjusted total spending increased by 0.4% in July following a 0.1% decline in June and flat results in May. Although a meaningful portion of the increase was from goods, the service sector grew by 0.3%, which is still better than it had been earlier in the recovery.
Preliminary Same-Store Data Suggest a Strong Back-to-School Season (August)
Company-reported, same-store sales results for August showed that the back-to-school season was a success. One metric that I use, the International Council of Shopping Centers, reported that August sales jumped 6.0% (less drugstores), which was way above expectations of 3%-4% growth and July's growth rate of 4.6%. Retail Metrics and Morningstar's retail coverage list showed similar levels of improvement and outperformance versus expectations.
Retailers' August outperformance was exceptionally broad-based.
In Retail Metrics' database only one company, Wet Seal (WTSLA), performed below expectations. Nordstrom's (JWN) led the pack, increasing 21%, aided by a shift in its huge anniversary sale that depressed July's results. Gap's (GPS) sales increased 9%, while discount retailers Ross Stores (ROST) and TJX (TJX) both increased 8%. Even Target (TGT) and Kohl's (KSS), which have struggled this year with midrange consumers, saw sales increase in the 3%-4% range and exceeded expectations.
August is a great month for retailers to get good results. Unlike July, August is one of the more important months of the shopping calendar. The back-to-school season ranks second in overall importance to retailers, behind only the winter holiday season, and accounts for about 10% of all retail sales for the year.