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consumer_confidence
The Consumer Comfort Index stands at +27 on its scale of
-100 to +100. (ABCNEWS.com)
To Buy or Not To Buy
Risks Remain for Retailers
as End to Holidays Approach


ABCNEWS.com

N E W   Y O R K,  Dec. 21— With the holidays just around the corner, news for retailers has not improved. Positive ratings of the buying climate remain at a six-month low heading into the homestretch of the holiday shopping season.


     Forty-seven percent of Americans say it’s a good time to buy things — fewer than at this time in either 1998 or 1999, two strong retail seasons.
     Ratings of the buying climate are seven points lower than at this point in 1999 and five points below their level in early December 1998, two strong retail seasons.
     However, views of the buying climate are higher than at this time in every year from 1985, when the ABCNEWS/Money magazine poll began, and 1997.
     And other ratings remain strong: Seventy-six percent rate the national economy positively, four points from the high set in January; and 67 percent say their own finances are in good shape, three points from the peak.
    
    

Ratings of the Economy
  Today Highest Lowest Average
National
Economy
76% 80%  7% 41%
Personal
Finances
67% 70% 42% 57%
Buying Climate 47% 57% 20% 38%

     INDEX — The ABCNEWS/Money magazine Consumer Comfort Index, based on these ratings, stands at +27 on its scale of +100 to -100. That’s up two points from last week, though well below its peak of +38 last January.
     The index has averaged +29 this year, a point above its record 1999 average. Its lifetime average, depressed by recession in the early 1990s, is -9.
    

ABCNEWS/Money Index
Today +27
Jan. 16, 2000 +38  Record high
2000 average +29
1999 average +28  Best full year
1992 average - 44  Worst full year
Feb. 9, 1992 - 50  Record low
Average since 12/85 -9

A Closer Look
As usual, confidence is higher among better-off Americans: The index is +58 in higher-income households compared to -15 in the lowest; +39 among college graduates but -4 among high-school dropouts; +29 among whites but +14 among blacks; and +30 among men and +23 among women.
     Here’s a closer look at the three components of the ABCNEWS/Money index:
     NATIONAL ECONOMY — The poll asks: Would you describe the state of the nation’s economy these days as excellent, good, not so good or poor? Seventy-six percent of Americans rate the nation’s economy as excellent or good, the same as last week. The best was 80 percent on Jan. 16. The worst was seven percent in late 1991 and early 1992.
     PERSONAL FINANCES — The poll asks: Would you describe the state of your own personal finances these days as excellent, good, not so good or poor? Sixty-seven percent rate their own finances as excellent or good, up two points from last week. The best was 70 percent, set Aug. 30, 1998, and last matched in January. The worst rating was 42 percent on March 14, 1993.
     BUYING CLIMATE — The poll asks: Considering the cost of things today and your own personal finances, would you say now is an excellent time, a good time, a not-so-good time or a poor time to buy the things you want and need? Forty-seven percent say it is an excellent or good time to buy things they want and need, unchanged from last week. The best was 57 percent on Jan. 16. The worst was 20 percent in 1990.

Methodology
The ABCNEWS/Money magazine Consumer Comfort Index represents a rolling average based on telephone interviews with about 1,000 adults nationwide each month. This week’s results are based on 1,023 interviews in the week ending Dec.17 and have an error margin of plus or minus 3 percentage points. Field work was conducted by International Communications Research of Media, Pa.
     The ABCNEWS/Money index is derived as follows: The negative response to each index question is subtracted from the positive response to that question. The three resulting numbers are then added and divided by 3. The index can range from +100 (everyone positive on all three measures) to -100 (all negative on all three measures). The survey began in December 1985.

Previous ABCNEWS polls can be found in our Poll Vault.

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