In 2007 the Irish economy grew by an impressive 4.1%. Consumer spending was strong, albeit not as strong as some had expected given the stimulus from the release of the SSIA funds. Nevertheless, it still rose by 6.3%, and contributed 3.5% points to the total growth of the economy.
However, following a year of bouyant spending, it would appear that the Irish consumer has essentially gone on strike in 2008. This reluctance to spend has become increasingly evident as the year progresses, and looks set to persist. Indeed, we will likely observe a fall in consumer spending this year and next, and the oulook for 2010 at this stage is uncertain.
Essentially all categories of retailers are feeling the pinch. However, some sectors, notably the motor trade, and household goods and clothing and footwear, have been worst hit. While to date there have been little signs of heavy discounting in an attempt to bolster falling sales volumes, we would expect to observe some efforts to stimulate consumer demand in coming months. indeed, it will be interesting to observe the state of play in the all important Christmas retailing period.
No single factor explains the reigning in of consumer purchases, rather there is a combination of factors working to depress both consumer confidence and spending.
First and foremost, the ongoing labour market deterioration is having a major negative affect. Since the mid-1990s there was strong growth in the numbers in employment, a postive for purchasing power and consumer spending. We are now in a situation where employment growth is moving into negative territory, and the knock-on effect is heightened consumer caution and saving, and a slowdown in consumer spending.
Household disposable incomes have also been hit by raging energy and food prices. As a result inflation remained stubbornly high in the first half of 2008, increasingly by an average of 4.7%. Budget 2009 put a further dent in spending power, with the introduction of an income tax levy that will knock about 1% off disposable incomes.
Consumer confidence had also been damaged by the continued negative news-flow on the domestic and international economies, in addition to the financial market turmoil and tightened lending conditions.
Taken together, this combination of worsening labour market conditions, lower disposable incomes, and subdued confidence levels has lead to consumer crunch.
A positive for spending, and particularly in 2009, is that inflation is set to fall sharply as mortgage interest rates, and energy and food prices fall. All else equal, this should boost consumer spending. But all else is not equal, and falling prices alone will not be enough to boost the beleaguered consumer sector.
The reason for this is that confidence is set to remain depressed well into 2009, primarily as a result of poor outlook for the Irish labour market. It is confidence that will ultimately determine the recovery of consumer spending.
A return to more normal levels of confidence would require an improved labour market and more positive news on the domestic and international economies. Given that it is likely to be late 2009 before this materialises, muted consumer confidence and spending are set to continue for the foreseeable future.