Amid weak job and housing markets, consumers are saving more and spending less than they have in decades, and industry professionals expect that trend to continue. Consumers saved 6.4 percent of their after-tax income in June. Before the recession, the rate was 1 to 2 percent for many years. In June, consumer spending and personal incomes were essentially flat compared with May, suggesting that the American economy, as dependent as it is on shoppers opening their wallets and purses, isn t likely to rebound anytime soon.
On the bright side, the practices that consumers have adopted in response to the economic crisis ultimately could make them happier. New studies of consumption and happiness show, for instance, that people are happier when they spend money on experiences instead of material objects, when they relish what they plan to buy long before they buy it, and when they stop trying to outdo the Joneses.
If consumers end up sticking with their newfound spending habits, some tactics that retailers and marketers began using during the recession could become lasting business strategies. Among those strategies are offering goods that makes being at home more entertaining and trying to make consumers feel special by giving them access to exclusive events and more personal customer service.
While the current round of stinginess may simply be a response to the economic downturn, some analysts say consumers may also be permanently adjusting their spending based on what they ve discovered about what truly makes them happy or fulfilled.
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