Consumers pulled back a little during May, according to the Deloitte Consumer Spending Index.
The index, which tracks consumer cash flow as an indicator of future consumer spending, and is made up of four components -- tax burden, initial unemployment claims, real wages and real home prices -- decreased to 3.65 from 3.91 in April.
“Housing prices are the primary contributor to this month’s dip in the index,” said Daniel Bachman, Deloitte’s senior U.S. economist. “Real wages also declined for the second straight month, but static unemployment claims and tax rate slightly offset the other categories. The stalled housing market may weigh on consumers, although the overall picture remains positive.”
Alison Paul, vice chairman, Deloitte LLP and Retail & Distribution sector leader, says the sluggish pace of the economy recovery challenges retailers to think differently about what drives the most revenue.”
“Retailers should continue to pursue non-traditional methods to reach their most valuable customers, who tend to be those who use digital devices most often,” she said, adding “Deloitte’s latest research, The New Digital Divide, indicates 22% of consumers spend more as a result of using digital, and that digitally-savvy shoppers who come to your store frequently are more likely to use digital devices and do so at an increasing rate.”
Paul also noted that, with the summer now underway, certain retailers can take full advantage of the seasonal increase in traffic by digitally influencing consumers.
For example, in home improvement stores, digital devices influence 42 cents of every dollar spent in the store, higher than the average of 36 cents of every dollar across all categories, according to Deloitte’s research.
Category breakdown
- Tax burden: The tax rate is holding consistently at 11.8% -- the sixth straight month at this level.
- Initial unemployment claims: Applications fell 0.2% from prior month to 320,250, and show a 6.5% drop from the same period last year.
- Real wages: Real hourly wages dropped 0.1% to $8.82 this month, but are still higher over the past year.
- Real median new home price: New home prices took a 2.3% dip -- to $117,000 in May following a strong increase the month before, which could be directly correlated to the increase in home improvement spending in the past year.