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How U.S. Consumers are Spending Differently During COVID-19

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In 2019, nearly 70% of U.S. GDP was driven by personal consumption.

However, in the first quarter of 2020, the COVID-19 pandemic has initiated a transformation of consumer spending trends as we know them.

Consumer Spending in Charts

By leveraging new data from analytics platform 1010Data, today’s infographic dives into the credit and debit card spending of five million U.S. consumers over the past few months.

Let’s see how their spending habits have evolved over that short timeframe:

How U.S. Consumers are Spending Differently During COVID-19

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The above data on consumer spending, which comes from 1010Data and powered by AI platform Exabel, is broken into 18 different categories:

  • General Merchandise & Grocery: Big Box, Pharmacy, Wholesale Club, Grocery
  • Retail: Apparel, Office Supplies, Pet Supplies
  • Restaurant: Casual dining, Fast casual, Fast food, Fine dining
  • Food Delivery: Food delivery, Grocery Delivery, Meal/Snack kit
  • Travel: Airline, Car rental, Cruise, Hotel

Itโ€™s no surprise that COVID-19 has consumers cutting back on most of their purchases, but that doesn’t mean that specific categories don’t benefit from changes in consumer habits.

Consumer Spending Changes By Category

The onset of changing consumer behavior can be observed from February 25, 2020, when compared year-over-year (YoY).

As of May 12, 2020, combined spending in all categories dropped by almost 30% YoY. Hereโ€™s how that shakes out across the different categories, across two months.

General Merchandise & Grocery

This segment saw a sharp spike in initial spending, as Americans scrambled to stockpile on non-perishable food, hand sanitizer, and toilet paper from Big Box stores like Walmart, or Wholesale Clubs like Costco.

In particular, spending on groceries reached a YoY increase of 97.1% on March 18, 2020. However, these sudden panic-buying urges leveled out by the start of April.

 Feb 25, 2020 YoY SpendingMay 5, 2020 YoY SpendingOverall Change
Big Box+14.2%-1.5%-15.7%
Grocery+1.0%+9.4%+8.4%
Pharmacy-3.6%-23.8%-20.2%
Wholesale Club+13.0%+2.6%-10.4%

Pharmaceutical purchases dropped the most in this segment, possibly as individuals cut back on their healthcare expenditures during this time. In fact, in an April 2020 McKinsey survey of physicians, 80% reported a decline in patient volumes.

Retail

With less foot traffic in malls and entire stores forced to close, sales of apparel plummeted both in physical locations and over e-commerce platforms.

 Feb 25, 2020 YoY SpendingMay 5, 2020 YoY SpendingOverall Change
Apparel-5.6%-51.9%-46.3%
Office Supplies-8.9%-2.8%+6.1%
Pet Supplies+2.7%-18.5%-21.2%

Interestingly, sales of office supplies rose as many pivoted to working from home. Many parents also likely required more of these resources to home-school their children.

Restaurant

The food and beverage industry has been hard-hit by COVID-19. While many businesses turned to delivery services to stay afloat, those in fine dining were less able to rely on such a shift, and spiraled by 88.2% by May 5, 2020, year-over-year.

 Feb 25, 2020 YoY SpendingMay 5, 2020 YoY ChangeOverall Change
Casual Dining-2.7%-64.9%-62.2%
Fast Casual4.2%-29.6%-33.8%
Fast Food2.0%-20.9%-22.9%
Fine Dining-18.6%-88.2%-69.6%

Applebees or Olive Garden exemplify casual dining, while Panera or Chipotle characterize fast casual.

Food Delivery

Meanwhile, many consumers also shifted from eating out to home cooking. As a result, grocery delivery services jumped by over five-foldโ€”with consumers spending a whopping 558.4% more at its April 19, 2020 peak compared to last year.

 Feb. 25, 2020 YoY SpendingMay 5, 2020 YoY SpendingOverall Change
Food Delivery+18.8%+67.1%+48.3%
Grocery Delivery+23.0%+419.7%+396.7%
Meal/ Snack Kit+7.0%-5.9%-12.9%

Food delivery services are also in high demand, with Doordash seeing the highest growth in U.S. users than any other food delivery app in April.

Travel

While all travel categories experienced an immense decline, cruises suffered the worst blow by far, down by 87.0% in YoY spending since near the start of the pandemic.

 Feb 25, 2020 YoY SpendingMay 5, 2020 YoY SpendingOverall Change
Airline-7.7%-99.1%-91.4%
Car Rental-6.3%-86.0%-79.7%
Cruise-18.7%-105.7%-87.0%
Hotel-7.0%-85.9%-78.9%

Airlines have also come to a halt, nosediving by 91.4% in a 10-week span. In fact, governments worldwide have pooled together nearly $85 billion in an attempt to bail the industry out.

Hope on the Horizon?

Consumer spending offers a pulse of the economyโ€™s health. These sharp drops in consumer spending fall in line with the steep decline in consumer confidence.

In fact, consumer confidence has eroded even more intensely than the stock marketโ€™s performance this quarter, as observed when the Index of Consumer Sentiment (ICS) is compared to the S&P 500 Index.

Consumer Sentiment Index

Many investors dumped their stocks as the coronavirus hit, but consumers tightened their purse strings even more. Yet, as the chart also shows, both the stock market and consumer sentiment are slowly but surely on the mend since April.

As the stay-at-home curtain cautiously begins to lift in the U.S., there may yet be hope for economic recovery on the horizon.

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The Buffett Indicator at All-Time Highs: Is This Cause for Concern?

At 228%, the Buffett Indicator has reached all-time highs, which means Americaโ€™s stock market value is currently more than double the countryโ€™s GDP.

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Buffett Indicator at All-Time Highs: A Cause for Concern?

In 2001, Warren Buffett famously described the stock market capitalization-to-GDP ratio as โ€œthe best single measure of where valuations stand at any given moment.โ€

This ratio, now commonly known as the Buffett Indicator, compares the size of the stock market to that of the economy. A high ratio indicates an overvalued marketโ€”and as of February 11, 2021, the ratio has reached all-time highs, indicating that the U.S. stock market is currently strongly overvalued.

Todayโ€™s graphic by Current Market Valuation (CMV) provides an overview of how the Buffett Indicator has changed since 1950. Weโ€™ll also explain how the ratio is calculated, and why things might not be as dire as seem.

The Buffet Indicator, Explained

Before diving into the data, letโ€™s cover the basicsโ€”what is the Buffett Indicator, and how is its value calculated?

The Buffett Indicator is a ratio used by investors to gauge whether the market is undervalued, fair valued, or overvalued. The ratio is measured by dividing the collective value of a country’s stock market by the nation’s GDP.

Measuring Total Value

CMV used the Wilshire 5000 index, along with data from the Federal Reserve for the historical component, to measure the collective value of the U.S. stock market. Here’s a look at the nation’s composite market value since 1950:

US Market Value since 1950

As the chart indicates, the market has experienced steady growth since 2010. And as of February 11, 2021, its total value sits at $49.5T.

Measuring GDP

For the data on GDP since 1950, CMV dipped into the archives from the U.S. Government’s Bureau of Economic Analysis:

US GDP since 1950

While the Bureau’s data is published quarterly, it doesn’t provide the latest figures. So to find Q1 2021 GDP, CMV used data from the Federal Reserve Bank of Atlanta, and came up with an annualized GDP of $21.7T.

The Ratio

According to Warren Buffett, “if the ratio approaches 200%…you are playing with fire.”

The Buffett Indicator since 1950

And with the current U.S. ratio sitting at 228%โ€”about 88% higher than historical averages, it certainly looks like things are heating up.

Will History Repeat Itself?

As the popular investing expression goes, the trend is your friend. And historically, the Buffett Indicator has predicted several of Americaโ€™s most devastating economic downturns.

Here’s a look at some historical moments in the U.S. stock market, and where the Buffett Indicator was valued at the time:

DateEventBuffett IndicatorValue (+/- Trendline)
October 1987Black MondayFairly Valued-13%
March 2000Dotcom BubbleStrongly Overvalued+71%
December 2007Pre-Financial CrisisFairly Valued+18%
March 2009Financial Crisis BottomUndervalued-46%
February 2020COVID-19Overvalued+49%
February 2021TodayStrongly Overvalued+88%

As the table shows, the ratio spiked during the Dotcom Bubble, and was relatively high in the months leading up to the 2008 financial crisis. But does that mean we should take the ratioโ€™s current spike as a warning for a market crash in the near future? According to some experts, we might not need to sound the alarms just yet.

Why are some investors so confident in the current market? One main factor is low interest rates, which are expected to stay low for the foreseeable future.

When interest rates are low, borrowing money becomes cheaper, and future real earnings are theoretically worth more, which can have a positive impact on the stock market. And low interest rates mean smaller returns for low-risk assets like bonds, which lowers investor demand and ultimately boosts stock prices further. Meaning that, as long as interest rates are at record lows, the Buffett Indicator will likely stay high.

However, history has been known to repeat itself. So, while we might not need to fasten our seatbelts just yet, this historically high ratio is certainly worth paying attention to.

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Visualizing How COVID-19 Has Impacted Global Wages

The pandemic has impacted labor in many ways. Here’s how global wages and unemployment have been affected by COVID-19 in 30 countries.

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Visualizing How COVID-19 Impacted Global Wages

In the years leading up to the pandemic, annual global wage growth was fluctuating stably between 1.6%โ€“2.2%. Now, income, working hours, and employment have all been impacted by COVID-19โ€”but for those who have held onto their jobs, how have wages been affected?

This interactive chart from the International Labour Organization (ILO) reveals how the global pandemic has affected both nominal and real wages, as well as unemployment rates.

The date of data collection varies on a country-by-country basis, using the most recent available data. The most recent measurement of wage indices is from September 2020 in some countries and the least recent available data comes from Q2’2020. In select countries the date of unemployment rates and wage indices are different. As a point of reference, the average wage index in 2019 was 100.

Note: the ILO uses national statistics databases and only the select countries had enough recent, available data for all three elements: nominal wages, real wages, and unemployment.

Where Average Wages are Falling

Average wages in many countries either plateaued or decreased significantly during the global pandemic. Sharp declines happened across a number of European countries, as well as in South Africa and Japan, for example.

CountryUnemployment RateReal Wage IndexNominal Wage Index
๐Ÿ‡ป๐Ÿ‡ณ Vietnam (as of Q2'2020)2.7%92.494.4
๐Ÿ‡ช๐Ÿ‡ธ Spain (as of Q2'2020)15.3%92.592.3
๐Ÿ‡ฒ๐Ÿ‡ฝ Mexico (as of August 2020)5%94.498
๐Ÿ‡ฟ๐Ÿ‡ฆ South Africa (as of Q2'2020)23.3%95.297.4
๐Ÿ‡ฐ๐Ÿ‡ท South Korea (as of August 2020)3.1%96.296.8
๐Ÿ‡ท๐Ÿ‡บ Russia (as of August 2020)6.4%96.9100.5
๐Ÿ‡จ๐Ÿ‡ฟ Czech Republic (as of Q2'2020)6.6%97.899.6
๐Ÿ‡ธ๐Ÿ‡ฐ Slovakia (as of Q2'2020)6.6%97.899.6
๐Ÿ‡ฏ๐Ÿ‡ต Japan (as of August 2020)3%98.698.7
๐Ÿ‡ซ๐Ÿ‡ฎ Finland (as of August 2020)7.9%99.6100.1
๐Ÿ‡ฉ๐Ÿ‡ช Germany (as of Q2'2020)4.4%99.6100.5
โ„น๏ธ Nominal wages are the actual wages/money that a worker receives. Real wages represent the relative purchasing power of nominal wages.

Falling wages, however, do not necessarily mean that people are receiving less money, as many subsidies have been put in place to help cushion income or job loss.

In many cases where wage indices declined, employment did not. This is because different job retention schemes were put in place, wherein workers were furloughed, but were given a portion of their wages from the national government. This allowed unemployment rates to remain steady while wages tapered off.

In Europe, where wages have dropped considerably in many countries, wage subsidies have compensated for nearly 40% of wage bill loss in select countries. But while high income countries can afford to inject stimulus into their economies, most lower income countries cannot. This has come to be described as the fiscal stimulus gap.

Where Average Wages are Rising

While perhaps counterintuitive, rising average wages are in no way an inherent sign of a recovering economy or labor market. Regardless, when compared to 2019, wages have actually increased in the majority of countries, such as Brazil, Canada, United States, Italy, and the UK.

CountryUnemployment RateReal Wage IndexNominal Wage Index
๐Ÿ‡จ๐Ÿ‡ฆ Canada (as of August 2020)10.6%107.6108.4
๐Ÿ‡ฒ๐Ÿ‡ฐ North Macedonia (Unemployment: Jun '20; wage data: Aug '20) 16.7%107.6109.7
๐Ÿ‡ง๐Ÿ‡ท Brazil (as of Q2'2020)13.3%107.3109.6
๐Ÿ‡ง๐Ÿ‡ฌ Bulgaria (as of June 2020)5.9%106.9107.8
๐Ÿ‡ญ๐Ÿ‡บ Hungary (as of August 2020)4.4%106.3106.5
๐Ÿ‡ฎ๐Ÿ‡น Italy (as of Q2'2020)8.3%106.2106.2
๐Ÿ‡ซ๐Ÿ‡ท France (as of Q2'2020)7.1%105.4105.9
๐Ÿ‡ท๐Ÿ‡ธ Serbia (Unemployment: Jun '20; wage data: Aug '20)7.7%104.7106.7
๐Ÿ‡ณ๐Ÿ‡ด Norway (as of Q2'2020)4.6%104.5105.6
๐Ÿ‡บ๐Ÿ‡ธ U.S. (as of September 2020)7.9%104.3106.2
๐Ÿ‡ต๐Ÿ‡น Portugal (as of June 2020)7.3%103.2104.2
๐Ÿ‡น๐Ÿ‡ญ Thailand (as of Q2'2020)2%103100.6
๐Ÿ‡ท๐Ÿ‡ด Romania (as of August 2020)5.3%102.5105.2
๐Ÿ‡ณ๐Ÿ‡ฑ Netherlands (as of September 2020)4.4%102103.6
๐Ÿ‡ฌ๐Ÿ‡ง UK (as of September 2020)4.8%101.5102.4
๐Ÿ‡ฉ๐Ÿ‡ฐ Denmark (as of Q2'2020)5.3%101.4101.5
๐Ÿ‡ธ๐Ÿ‡ช Sweden (as of August 2020)8.8%100.8101.6
๐Ÿ‡จ๐Ÿ‡ฑ Chile (as of August 2020)12.3%100.6103.4
๐Ÿ‡ฒ๐Ÿ‡พ Malaysia (as of June 2020)4.7%100.299
โ„น๏ธ Nominal wages are the actual wages/money that a worker receives. Real wages represent the relative purchasing power of nominal wages.

One reason for higher average wages is something called the compositional effect. The compositional effect is what occurs when wages are not actually increasing, but the makeup of employment changes. For example, the loss and subsequent absence of many lower paying jobs from the labor market due to COVID-19 can skew the average wage upwards.

Brazil is a prime example of the compositional effect. As both nominal and real wages increase, so does unemployment. Brazilโ€™s current unemployment rate is 13.3%, while wages have skyrocketed to a real wage index of 107.3 during the first half of 2020.

The loss of these lower paying jobs has been extremely widespread, most negatively impacting informal workers, self-employed vendors, and migrant workers. Some policymakers have seen this as an opportunity to call for universal basic income. Even with job retention schemes to keep unemployment steady, many people are earning far less income and may never return to normal working hours in their current positions.

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