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WHILE STILL working towards an index level of 90, which econ- omists consider the threshold for a stable economy, December’s consumer confi dence level of 60 is something to be positive about, as it is the highest since April. The Consumer Confi dence index stood at 64.5 in Decem- ber, a signifi cant increase from 55.2 in November. According to a monthly survey by the Con- ference Board, the index rating wasn’t all that saw an increase. More shoppers believe that busi- ness conditions are good, with 16.6 percent responding positive- ly, compared with November’s 13.9 percent.
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Consumers More Upbeat Much of the data was similar
for other indexes and surveys focused around consumer con- fi dence during and after the holiday season. The Los An- geles Times reports, “Pollster Gallup said December was the most optimistic month since June.” Thomson Reuters and the University of Michigan also received positive feedback, as 29 percent of customers surveyed are expecting good economic times ahead, compared with 19 percent who said the same in November. How is this increase in
consumer confi dence actually affecting shopping habits? The NPD Group Inc. released statis- tics that indicate nearly seven in ten consumers went shop- ping at brick and mortars during the week before Christmas, and spent 4.7 percent more per visit than the week prior. The Los Angeles Times highlights, “Beauty stores saw 31 percent more visits from shoppers, while apparel vendors enjoyed a 26 percent bump. Bookstores, shoe stores and department stores also experienced double digit increases.” ■
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16 February 2012 INDEPENDENTRETAILER
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