U.S. Consumers Defy The Odds Ahead Of The Holiday Shopping Season

The economy may be on shaky ground, but you wouldn’t know it by looking at U.S. consumer spending habits alone.

Retail sales rose a healthy 1.3% in October from September, according to Census Bureau data. Some economists put the increase into context by pointing out that Amazon held a Prime Early Access sales event in October, while California distributed over $5 billion in inflation relief checks. Higher prices for everything, including new vehicles and fuel, also contributed to the retail sales jump.

Despite stubbornly high inflation and recessionary fears, spending by consumers may not slow down as we approach the busy holiday shopping season.

In its annual forecast of holiday spending, the National Retail Federation (NRF) says it believes sales will increase between 6% and 8% from last year, potentially making this season the third best year in the past 20 years following 2020 and 2021, when American consumers were stuck at home and flush with pandemic stimulus money. Holiday sales could top $960.4 billion as “consumers remain resilient and continue to engage in commerce,” NRF President and CEO Matthew Shay says.

The big exception appears to be Target. This week, the Minneapolis-based retailer warned shareholders of lackluster spending this holiday season due to higher prices. Although sales were slightly higher in the third quarter compared to the same quarter last year, due mostly to higher consumer prices, operating income decreased nearly 50% on a rise in expenses.