Don't Put an Economic Recovery on Your Christmas List


For retailers, it doesn't get bigger than the holiday season, but even a raving success may not be enough to push an uneasy economy on the road to recovery. Basically, the retail sector has to do well to keep people from worrying more, but we'll all have to wait a while for some economic bliss. According to an MSNBC report, gift sales aren't as powerful as many believe.

So, here are five reasons why a great visit from Santa won't be enough to kick-start the economy:

1. In 2008, gift sales accounted for less than 13% of Q4 GDP, a rate that Mark Zandi, chief economist at Economy.com, expects us to see again this year. Not bad, but not enough.

2. Past years gave us a holiday season bolstered by easy credit. Well, we see where that got us. Consumers cut their borrowing by 0.6% from July through October, the Federal Reserve says, which will help keep wallets clamped shut.

3. Throughout the year, consumers have been pouring their extra cash into paying down their debt. It seems pretty unlikely that they'll deviate for the holidays. From the second quarter to the third this year, consumers paid down $100 billion in household debt, bringing the total amount outstanding to $13.6 trillion.

4. Unemployment, doubtless, remains a concern. It's still in the 10% neighborhood, meaning that even the employed are going to be careful with their cash. The Fed expects unemployment to stay around 8% into 2010, so we'll be living with this for a while.

5. More of us will be using cash -- 80%, actually. This makes it easier to maintain a bit more spending discipline, which doesn't work out too well for the retailers.

Where the holiday season's results become important is as a barometer of broader economic conditions. Consumer spending dominates the U.S. economy, accounting for 70% of it. A solid Christmas could be a sign of the recovery to come, but we won't be toasting it New Year's Eve.

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