US consumer sentiment fell for the second month in a row, the August rate is at 63.2 according to the Reuters/University of Michigan index. Earlier this year we saw marketers shift their messaging to offer more rebates and recession-proof financing in order to boost growth. This kind of marketer loyalty to customers may have to endure a bit longer as Americans continue to suffer against continued job loss, debt and cutbacks.
It’s a bleak outlook but one that bodes well for marketers who took a cost-cutting strategy for the long-term. As we enter the usual back-to-school spending spree quarter the outlook is not so cheery, according to numbers from the National Retail Federation. Be sure that your message is consistent with buyers who are looking for value and cost-cutting. Marketing is going to be proving itself even more crucial as spending remains tight.