While headline forecasts predict a 3.5% rise in holiday sales, this is nearly entirely offset by inflation, which is running close to 3%. In real terms, consumer spending will be flat at best, meaning the average family's standard of living is declining this holiday season.
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Traditional analysis links real GDP growth to corporate profits. However, in an inflationary period, strong nominal growth can flow directly to revenues and boost profits even if real output contracts, especially if wage growth lags. This makes nominal figures a better indicator for equity markets.
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 official CPI averaging under 2% from 2010-2020, the actual cost of major assets like homes and stocks exploded. This disconnect shows that government inflation data fails to reflect the reality of eroding purchasing power, which is a key driver of public frustration.
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.
Headline GDP figures can be misleading in an environment of high immigration and inflation. Metrics like per-capita energy consumption or the number of labor hours needed to afford goods provide a more accurate picture of individual well-being, revealing that many feel poorer despite positive official growth numbers.
The word "inflation" is a deliberately implanted euphemism that makes monetary debasement sound like positive growth. The reality is that money is depreciating and its purchasing power is being stolen. Reframing it as "monetary depreciation" reveals the true, negative nature of the process and shifts public perception from a necessary evil to outright theft.
Top retailers report stable holiday sales, but this masks a weaker overall market with a negative trend. These giants are not thriving due to a strong consumer, but by capturing significant market share from smaller competitors in a contracting environment.
Recent data paints a conflicting picture. While forward-looking indicators for housing and the job market point to a softening economy, inflation metrics like the Producer Price Index (PPI) remain stubbornly high. This combination suggests a move toward a stagflationary environment.
The longevity of above-target inflation is a primary concern for the Fed because it can fundamentally alter consumer and business behavior. Historical models based on low-inflation periods become less reliable. Businesses report being surprised that consumers are still accepting price increases, suggesting pricing power and inflation expectations may be stickier than anticipated.
