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Strong retail sales surprise analysts -- will it last?

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In an odd turn of events, consumers actually increased their spending in January by 0.3%. What's strange about this is that sales during the December holiday shopping period actually declined 0.4% as "retailers suffered through their worst Christmas shopping season in five years."

Perhaps after feeling they had been conscientious spenders during the holiday season, shoppers have decided it was time to make up for it. True, there are concerns about the economy, but it seems consumers are either less worried about it or don't feel the effects yet. While the January jobs data has shown a slowdown, it was the first drop in four years and may not be felt overall yet.

So sure, some of the increase in the retail numbers was to be expected as consumers paid higher prices at the pump, but there was also strong demand for new cars as auto sales increased by 0.6% in January. And while sales excluding automobiles and gasoline were unchanged, clothing stores saw an increase of 1.4%, suggesting consumers are holding up.

Analysts don't seem to think the January rebound will last as consumers are facing several problems, not the least of which are the housing correction, the credit crunch and perhaps a slowing job market. With some economists already believing the U.S. is in a recession, it will not take long, they claim, before the consumer feels it too.

Still, Wall Street, not surprisingly, is reacting favorably, as consumer spending accounts for two-thirds of total economic activity and has been a driving factor in the recent expansion. With the stimulus package about to be approved, consumers may have even more power in their hands. And with the Federal Reserve's aggressive easing policy, some may feel that a recession, if it comes, will be shallow and short.

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Last updated: July 06, 2009: 05:40 AM

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