This week let’s look at inflation psychology. Even though the Consumer Price Index has improved almost to normal levels since 2022 when inflation spiked, consumers still report being overwhelmed by it. This makes sense when we consider egg prices, for example, which are about twice as expensive as a year ago. And people are rightfully concerned about looming tariff-related inflation. Still, prices are lower for most of what we buy so we shouldn’t be as concerned about inflation as we are.
This concern shows up in surveys where consumers continually express how bad they feel about the direction of the economy, the markets, and their own prospects. (The chart below shows before "Liberation Day", by the way.)
However, what’s really interesting is what consumers have been saying hasn’t necessarily matched up with what they’ve been doing.
Historically when consumer sentiment, a leading economic indicator, reaches low levels like we saw in 2022, a recession soon followed. That didn’t happen – consumers, at least on average, were incredibly negative about the economy but still continued to buy more which helped keep our economy growing. Consumers have remained negative and are currently more pessimistic on the economy than during covid and almost as negative as during ’08 and ’09, although I didn’t include that in the chart. (Again, before Liberation Day.)
Have things really been that bad, or could surveys be showing the lasting impact inflation has on our psychology?
Economists, analysts, and journalists have wondered about this for some time but a recent study by the Federal Reserve examined this issue more closely. I’m reproducing sections below and including a link as well. The full article has a number of charts and explanatory information that wouldn’t show up well in this blog format, so please check those out if you’re interested.
To summarize in advance, the psychology around inflation and inflation expectations can be as impactful as rising prices. People can fear inflation so much that they develop a distorted view of how bad it is, both for their situation and the whole economy. This perception problem impacts people differently but, perhaps strangely, doesn’t necessarily change one’s level of consumption.
From a personal finance perspective, I think it’s important to understand the psychological issues at play and to develop methods for combatting the anxiety inflation can create. This is also important to prepare for a potential tariff-induced spike in inflation this summer.
One approach would be to test your financial plan for sustained inflation. Can you afford that? At what point should you be concerned? You can also analyze your annual spending. Has it gone up because everything is more expensive, or were there other contributing factors?
Ultimately, inflation is certainly an issue but it shouldn’t cause so many people as much concern as it seems to, especially at current levels.
From the Federal Reserve…
Despite low unemployment, moderating inflation and anchored inflation expectations, and rising incomes since mid-2022, surveys at the end of 2024 continued to report that consumer sentiment remained unusually low, below levels at the onset of the pandemic and on par with levels during the Great Financial Crisis. Why was there this discrepancy between consumer sentiment and the real economy?
This note summarizes the results of a household survey that aims to understand how changes in household incomes and spending between 2019 and 2024 and how behavioral changes households made to adapt to the economic environment shaped their economic sentiment. It includes nearly 10,000 representative panelists responses to various questions collected over two waves in October and November 2024. Using micro spending data, we link survey responses to respondents' total annual spending to gauge how actual spending and household-specific price levels for everyday retail purchases changed between 2019 and 2024. Being able to connect sentiment with verified spending is a novel contribution, above and beyond previous studies that explored economic sentiment in the post-pandemic period.
Our results indicate that:
- The more people thought the prices they paid rose faster than their incomes, the worse they said they were doing.
- Consumers were more likely to overestimate than to underestimate the inflation they experienced. Those consumers who overestimated their verified inflation said they felt worse about economic conditions.
- Most respondents reported higher household incomes in 2024 versus 2019 but still said they did not feel good about the economy due to the effort they exerted to adapt to the economic environment.
- After adjusting for inflation, verified spending on everyday retail items remained strong even among those who reported having lower incomes or among those who said they felt worse about the economy in 2024 compared with 2019.
Taken together, we show that what consumers have been saying differs from what they have been doing during the post-pandemic period; consumers say they feel worse, but through the end of 2024, they are buying more – not just spending more – than they did in 2019. This disconnect between what consumers have been saying and doing suggests that consumer sentiment surveys on their own have become weaker indicators of future consumer behavior and of the health of US consumers.
Historically, consumer sentiment moves in tandem with concerns regarding lower income and higher prices on household finances, and sharp drops in consumer sentiment tend to precede or coincide with recessions. This time, the sustained drop in consumer sentiment following the pandemic has not preceded or coincided with a recession.
[…] during inflationary episodes, consumers seem to put more weight on higher prices than on higher incomes when assessing their current economic conditions, and as long as income growth remains robust, consumers continue spending even though in sentiment surveys, they say they feel pessimistic about the economy.
[…] 80 percent of panelists said they put a lot or some effort into cutting expenses. Only 5 percent percent said they had not been trying to cut back on expenses. Second, as Figure 5 shows, negative sentiment increases with the number of "Yes" answers to the changes households made to cut back: the more changes households made, the worse they feel.
People's negative sentiment seems to be driven by the perception that incomes have not kept up with prices, even though real spending has increased, and by the effort they exerted to adapt to rising prices. Although sentiment improves with higher incomes, the more people said they had to make changes to their behaviors since 2019 to reduce spending, the worse is their sentiment. Moreover, those who experienced increases in their incomes still reported negative sentiment, citing the need to work more hours or take on additional jobs to earn extra income. In contrast with much of the history of consumer sentiment measures since the 1960s but similar to the history of consumer sentiment during other inflationary episodes, consumer sentiment in 2024 was more closely related to concerns about higher prices than to concerns about lower income. This situation may reverse as inflation continues to decline or if the labor market weakens.
Here's a link to the full article.
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