Economists focus on the slowing rate of inflation, but consumers are anchored to pre-COVID price levels. The fact that goods still cost significantly more is the primary driver of negative sentiment. This "anchoring effect" means that even with decelerating inflation, consumer frustration persists because their purchasing power feels permanently diminished.

Unlike 2022, when stimulus savings allowed consumers to absorb price hikes, the financially depleted middle class now lacks the ability to pay more. This forces them to push back on price increases, creating significant consumer resistance that acts as a powerful, albeit painful, check on a new round of inflation from tariffs or other cost pressures.

Despite a 9.1% year-over-year increase in nominal sales, Black Friday data reveals consumers bought 4.1% fewer items and dramatically increased their use of "Buy Now, Pay Later" services. This indicates that inflation, not strong consumer health, is driving top-line revenue growth for corporations.

Despite tax cuts, total real after-tax income for Americans has shown zero growth year-over-year as of March. This stagnation in aggregate purchasing power, combined with a low savings rate, signals significant vulnerability for consumer spending, the economy's primary engine.

Despite headline economic growth, the bottom 80% of U.S. households have seen their spending power stagnate since before the pandemic. Their spending has grown at exactly the rate of inflation, meaning their real consumption hasn't increased. This data explains the widespread public dissatisfaction with the economy.

Despite a still-growing labor market, real wage growth has slowed to "stall speed." This lagged effect on middle and lower-income households is the primary driver for the projected 2-percentage-point drop in real consumption growth for Q4 and Q1.

Real consumer spending is up only 1% year-to-date (non-annualized), which annualizes to a weak 1.5%. This is a significant slowdown from the typical 2-2.5% growth in previous years, indicating that consumers are substantially pulling back their expenditures.

Michael Miebach clarifies that the 3.9% holiday spending growth wasn't just inflation. Roughly half was due to price increases, while the other half represented genuine consumer demand and increased volume, indicating a resilient but price-conscious consumer.

Aggregate US consumer strength is misleadingly propped up by the top 40% of upper-income households, whose spending is buoyed by appreciating assets. This masks weaknesses among lower- and middle-income groups who are more affected by inflation, creating a narrowly driven economic expansion.