Consumer confidence took a slight downward turn in the run-up to Christmas. This was probably due to a mix of bearish headlines about how tough Christmas was going to be for retailers, the bad weather, and a degree of realism about real earnings growth.
British consumers should be feeling more positive with unemployment down to 7.1%, inflation expectations down to 2.4%, and base rates likely to remain low for the foreseeable future. However, real earnings growth remains stubbornly negative, with the latest data from the ONS showing that average weekly earnings are rising at 0.9% per annum, well behind the latest CPI figure of 2.0%.
The coalition's argument that real earnings growth is rising for "most" people is a touch optimistic, and we believe that it wont be until 2015 that most people are actually feeling that their real wage has risen year-on-year (let alone corrected the losses of the last six years.)
However, 2014 will be a year of improving optimism and declining savings ratios. There will be more money spent on the nation's high streets, shopping centres (and computers), but confidence will remain fragile, and the recovery will be more of a choppy ripple outwards from London than a ubiquitous national bounceback.
The retail occupational market
The fourth quarter of 2013 saw a further pick-up in retailer confidence and requirements, albeit tempered by a lack of suitable stock.
This positivity continued into the crucial Christmas trading period (as we predicted in our last bulletin), with an average reported increase in like-for-like sales of 4.8%. While LFL sales data is a fairly blunt metric, it does indicate some degree of year-on-year improvement in sales. Furthermore, more retailers this year mentioned margins in the context of "maintaining" or "improving" them, which is probably a rather more significant change on 2012-13.
Our key takeaways from this Christmas and New Year are that there were fewer negative trading statements than last year; dramatically fewer administrations on the quarter day; and some hints that the housing market recovery may be starting to feed through into parts of the retail market. On the other side of the coin, the continued strong LFL growth of Dominos Pizza is an indication that consumers might still be in a relatively cautious frame of mind when it comes to leisure spend.