Consumer spending in Germany is basically
weak.
by MEDIA CONTACT RESOURCES, INC.
The real story about German retail sales is not the fact that
January 2007 sales were down more than expected. The decline is the
obvious result of the increase in Germany's Value Added Tax (VAT),
which went from 16 percent to 19 percent as of January 1, 2007.
The decline in retail sales is clearly shown in the graph
above-both for December 2006 and January 2007.
That the VAT increase is not the real story is underscored by
German's recent retail sales history. The January 1, 2007 date has
been known for months, and much of the reporting on consumer spending
during the last months of 2006 had to do with the surprise that
consumers were not spending at a higher level to be sure of fitting
their purchases into the lower tax structure.
The BBC News service reported on January 31, 2007 that retail sales
during December 2006 posted a "sharper-than-expected rise."
Forecasters said retail sales would grow 1.3 percent. Instead retail
sales gained 2.4 percent, a significant difference. The obvious
conclusion here is that consumers waited longer than expected to lock in
lower overall prices. And the steeper than expected decline in January
2007 meant that the degree to which the retail market was oversold was
intensified for January 2007.
No, the real story about German retail is told by the light blue
trend line in the graph on page 1. It slopes sharply downward, and
because the period of the graph is 25 months, it is further obvious that
the retail sales slump has less to do with the VAT and more to do with
the longer term position of the country's consumers.
One of the more cutting problems has to do with Germany's
employment picture. In fact, while still high, the country's
unemployment rate has been dropping. The International Monetary Fund
(IMF) shows the German unemployment rate at 7.7 percent at 2002. In 2003
the unemployment rate rose to 8.8 percent, and by 2004 unemployment
began flirting with double digits at 9.2 percent.
Basically, unemployment stayed at that level in 2005 (9.1 percent),
and then unemployment dropped to 8.0 percent in 2006. The decline in the
rate of unemployment was not exactly momentous, but it was noticeable,
and it did provide a measure of encouragement for the country's
consumers.
The IMF estimates that employment for the full year 2007 will
decline grudgingly to 7.8 percent.
There are jobs in Germany. The situation is improving. But wages
are not keeping pace with economic expansion. The BBC says, "The
problem facing many Germans is that even though demand for exports has
helped to drive production and corporate profits, wage growth has been
limited. As a result, consumer spending has failed to pick up as
quickly."
And, according to the IMF, the economic expansion that pushed GDP
growth to 2.0 percent in 2006 will experience a decline in 2007 with GDP
growth expected to be 1.3 percent-and this estimate came well before the
recent, highly publicized global stock market retreats.
Noting that consumer price increases in January 2007 were mild in
spite of the VAT rise, a March 2, 2007 Agence France-Presse (AFP) story
said that nevertheless, "There is an underlying weakness in
consumption," as amply illustrated in the graph on page 1.
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