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February 12, 2012

Home > 2009 > February (Web-only)Christianity Today, February (Web-only), 2009
It Takes More Than a Recession to End Consumption
Though it's no longer conspicuous, 'feel-good' buying lives on in the U.S.




The recession has American families cleaning up their balance sheets. Households paid off nearly 1 percent of their debt in the third quarter of this fiscal year. For the year, household debt shrunk nearly 1 percent, the first such shrinkage recorded. Credit card balances are shrinking as well, though perhaps because credit card companies aren't lending so easily anymore, and mortgages certainly aren't growing. This household balance sheet repair is the first such showing in more than 50 years.

Despite January's unexpected 1 percent rise in retail sales, Americans are paying off their debts. Reuters reported in November, "Consumer spending excluding autos fell 3.8 percent last month on a seasonally adjusted basis, steeper than the 1.5 percent decline in October." American families increased their savings to 3.6 percent in December, according to Charles Schwab, up from almost zero a year before.

Consumption goes underground

While the uber-consumption of the last 18 years has ended, old habits are hard to break. While people are spending less because they have less, shoppers are still spending what they have.

During the last recession, it made sense (to some at least) to encourage shopping, traveling, and theater-going. "Get on board [airplanes]," former President George Bush said. "Do your business around the country. Fly and enjoy America's great destination spots. Get down to Disney World in Florida. Take your families and enjoy life, the way we want it to be enjoyed." (The approach apparently continued to have appeal in the Bush White House during the current recession, though Bush's economics adviser admitted that "the president going out and telling people to go shop probably would not get the financial sector back in shape.")

Still, Americans love to shop, and they are finding ways to do so — whether it means cutting back elsewhere or simply avoiding the conspicuous part of "conspicuous consumption." After all, it is addictive (affecting 6 percent of Americans): "We have no money and considerable credit card debt," one parent recently asked financial adviser Suze Orman. "Should we dip into our paltry emergency fund to pay for Christmas for the kids?"

Rather than dipping into emergency savings, some parents are cutting back their spending on themselves. Kristen Hunt didn't want her daughter to think this Christmas was less bountiful than previous ones. "I want her to be able to look back and say, 'Even though they were tough times, my mom was still able to give me stuff.' "

(Years from now, however, children won't be saying the same about their dads, who apparently are still spending on themselves. "In September and October," reports The New York Times, "sales of women's apparel fell precipitously compared with the same months the year before. They were down 18.2 percent in October, for instance, compared with a decrease of 8.3 percent for men's apparel.")

Others, who seem to be doing just fine financially, have restrained their shopping only for appearance's sake. "Shopping is almost embarrassing and a little vulgar right now," said Maggie Buckley, an editor at Allure magazine. Though they may feel a little ashamed by their need to buy, flocks of people have simply hidden their purchasing at "invitation-only shopping events springing up in hotel suites, at private showrooms or in the well-appointed parlors of their peers. Feeling the pangs of conscience, they are shopping on the down-low."

One retail consultant explains, "People don't want to be as public about shopping for luxury goods as they were in the past. It's a feel-good way to buy, and this is a time for feel-good things."





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Displaying 1–5 of 7 comments

Jason

February 17, 2009  12:34am

I think that we have finally reached a situation where the US is made to realise that all the hubris which has lasted for decades is misplaced. The horrific war in Iraq based on "weapons of mass destruction", the catastrophy that is Gaza which would not have happened without US complicity, the mess that is Afghanistan, the world-wide influence of putrid foul-mouthed Hollywood, the rewarding of Wall Street executives with bonuses paid by taxpayers for terrible world-impacting irresponsibility, the impunity of US leaders for crimes such as the firebombing of Japan and Germany followed by Hiroshima and Nagasaki, Roosevelt's handing over to Stalin of Poland and Eastern Europe after WW2 after the issue of Poland's freedom had been the cause of the war, the joyful acceptance of Uncle Joe Stalin as ally after he was responsible for the deaths of at least 6 million of his own people in 1932-3, the list goes on and on.. Yahweh is righteous, and will not let this evil continue unpunished.

Chip Watkins

February 15, 2009  6:09pm

Your comparison of men's and women's spending on clothes is legalistic, in that statistics cannot reveal whether the spending is wise, prudent, or in accord with God's will.

H. D. Schmidt

February 13, 2009  10:57pm

An economy driven by comsuption, in time, is a good as termites are for a wooden structure! Coined by H. D. Schmidt, the writer of it. It is the most condemned system by the very Scripture. It is satanic in principle because, materialism becomes even the God of Christianity. The Scripture labels it as the love of money! No wonder that Christianity seems to be in decline in the Western world, while hungry people in the world now number over 1 billion! America even spends over 40 billion a year on dogs and pets, mostly spend on gadgets etc., etc., etc.

allantlg

February 12, 2009  5:56pm

First, as a person who is involved in the financial markets on a daily basis, I have to reject that we are in a "recession". This is no less than a complete restructuring of the global economic system. The previous concepts of what is of intrinsic value(example: except for the land and location a house is a depreciating asset), consumer vs. saving society(example: cult of celebrity and fashion as opposed to a few items of quality with changing accessories) , multi-generational wealth(example: embracing the European, Asian, Middle East concepts in of growing assets in a family), demographics(example: the new global Middle Class will be Brazil, Russia, India and China), global banking and financial institutions, digitized capital, globalization is - and will continue - to change everything. We are entering a new age that will be more disruptive than the Depression . . . and global in nature. We have only begun to see the beginnings!

JohnS

February 12, 2009  3:37pm

The problem we have is that we've accepted as economically viable a "consumer" economy where we ship all the jobs that actually make or do things to other countries, import back those goods and services and "consume" them here and assume we can live on our national credit card forever. NO DOUBT we need to consume a little less and save a little more, but lets not kid ourselves, it's not the consuming that is killing us, it's the LACK of producing. Walmart does a booming business selling us things made in China while you call Bangalore for help with your I-pod. It's crazy. And it's not some sort of moral crisis, at least not on the individual level, it's a crisis of leadership, both in the government and in our major corporations that have allowed this to happen. Hopefully this recession will at least wake us up to the need to re-invigorate the manufacturing base of this country so when we consume at least we'll be buying stuff we made and not putting it on the Chinese tab...

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