ALIGNING MOUTHS AND MONEY: We'll See If Consumers Keep Their Word Now That Sort-of-Happy Days Are Here Again



Now that the recession has been declared more-or-less officially over, wil

Economists have noted that the recent upswing in spending has outpaced any rise in income. One partial explanation is that people who had money and didn’t feel in danger of getting fired nonetheless cut back on spending when frugality was so much the fashion. Thus, a change of public temperament could trigger more spending than simple income data would lead one to expect.
WHEN THE RECESSION ENDS, WILL YOU SPEND ?
As much Less than More than
as before before before
Total 59% 30% 10%
Household Income
Under $25,000 56 36 7
$25,000-$49,999 56 32 12
$50,000-$99,999 64 26 10
$100,000 or more 65 19 16
Age
Under 35 50 36 14
35-49 55 33 12
50-64 69 25 6
65 or older 65 24 9
Baby Boomer 56 31 13
Copyright Adweek L.P. (1993)