Are Recession Concerns Already Impacting Consumer Spending Habits? [New Data + Takeaways for Marketers].

30 Aug

Written by: John Wylde

With all these changes and newsbites in mind, business decision-makers might wonder how their potential customers are reacting. And, if their spending habits could be changing in the near future as a result?

While we don’t know if we’ll head into a recession, this post aims to help brands and marketers prepare to continue to meet consumers where they are – even in uncertain times.

To give readers insight on how spending behaviors are or could be shifting, we surveyed more than 200 U.S. consumers across all age groups.

Before we dive in, we’ll briefly explain the concept of a recession:

Recessions are a normal part of the business cycle and can be induced by global economic shocks, changes in consumer confidence, and other large-scale economic changes.

But this year, in particular, there are a select few factors that have spurred concern about a potential recession, although one still hasn’t been declared or confirmed.

Although a recession is not yet certain, most respondents are purchasing less and spending money more concisely than they were in previous months.

Rising costs of goods and services often cause consumers to become more cautious in frivolous spending, and we’re sure Americans are feeling the effects arise quickly.

As a marketer or brand leader, now might be a good time to consider discounts, sales, deals, or freemium marketing. While people are potentially tightening their wallets, they still might purchase items, services or experiences that are affordable or provide bang for their buck.

Unsurprisingly, most consumers polled (64%) say they’d decrease or continue to decrease their home budget if a recession was declared.

If you market B2C brands, or products that would be used specifically in the home, this is important to keep in mind if financial uncertainty continues. While you shouldn’t panic and change your whole marketing strategy over just one small survey, you might want to consider strategies like marketing your most affordable, discounted, or essential products over higher-priced or luxury items.

We also asked consumers to reflect on their purchasing behavior in previous economic eras with the question, “During uncertain financial times (such as past recessions or during the COVID-19 pandemic), what did you spend the most money on?”

When surveyed, the most prominent goods consumers have bought in uncertain times are typically considered basic necessities.

The data reflects a shift to self-preservation and less on shopping for pleasure or taking on risks comes as no surprise. By eliminating costs for leisure or entertainment, people can ensure their families are taken care of before taking their dollar to do things like start a business, take a stroll to the movies, or invest in an unpredictable market.

The good news? This doesn’t necessarily mean there will be a complete pause in retail, entertainment, or other non-essential services. More than 10% still plan to invest in digital or online entertainment, around 7% would still invest in restaurants and bar outings – as well as education and academics, and over 16% would invest in clothing and apparel, So, unlike the pandemic, we probably won’t see entire economies close up completely for months at a time.

There are a few key differences between this recession and that of 2008, mainly in the factors that caused it and its projected duration.

The 2008 recession was due to debt-related excesses built up in housing infrastructure, which took the economy nearly a decade to absorb. By contrast, excess liquidity, not debt, is the most likely catalyst for a recession today.

As marketers, we’re not experts in financial markets and shouldn’t be seen as a source for investment, HR, and legal advice. And, no one ever knows for certain if or when there will be a recession.

It’s also to keep in mind that, while the results above can certainly help you navigate how to market your brand, they’re just a portion of one small survey and a brief look into the eyes of consumers. Before making any major decisions about your marketing department, spend, or business, you absolutely should do your research, analyze multiple data points, and consult experts in your industry.

While your decisions should be based on a deep dive of data, the survey results above do show that marketers should be cautious about how their efforts might need to pivot with changing consumer needs or trends.

Here are a few takeaways to keep in mind.