News from the shopping trolley: retailers are doing it tough

If I told you that a big reason we're feeling such cost-of-living pressure is the increasing profits of the big supermarket chains, department stores, discount stores and other retailers, would you believe me? A lot of people would.

But that would just show how little we understand of the strange things happening in the economy in recent years. The economy in which we live and work keeps changing and getting more complicated, the digital revolution is disrupting industry after industry, but we have far too little time to check out what's happening – especially behind the scenes – so we rely on the casual impressions we gain along the way and on our long-held views about who's ripping it off and who's getting screwed.

Which are often off-beam. Perhaps because in many respects it's a good news story, few people realise the way digital disruption is putting retailing - a pretty big part of the economy, and a big part of household budgets - through the wringer.

If this meant retail staff were being laid off in their thousands we'd have heard about it. If it meant big retail chains were jacking up their prices, we'd have been told.

Instead, increased competition between retailers is making it much harder than usual for them to put up their prices, and causing some prices to fall.

It's all explained by Matthew Carter in an article in last week's Reserve Bank Bulletin, using data from the Australian Bureau of Statistics and the Reserve's regular contact with many medium and large retailers.

The article covers about a third of the "basket" of goods and services bought by Australian households, the changing prices of which are measured by the consumer price index. That is, not just food and other things you buy in supermarkets, but clothing and footwear, furniture, household items and much else, though not motor vehicles and fuel. Nor other classes of consumer spending not done through retailers, such as the costs of housing, healthcare and education.

Since the early 2000s, the increased competition in retailing has come first from online shopping – competition not just between local and overseas retailers, but between those local retailers who use the internet and those who don't, as well as between those who do.

The other main source of increased competition in retailing is the arrival of big new international companies, such as Aldi, Costco and, of course, Amazon, which is both online and a big new arrival from overseas. (The article doesn't mention two other disruptive developments: the advent of "category killers" such as Officeworks and Bunnings, and the decline of the department store.)

The basic model of markets used by economists assumes that businesses compete with each other mainly on price. In real-world Australia, however, the two, three or at most four big companies that dominate most markets much prefer to compete via product differentiation, marketing and advertising, and avoid price competition.

That's what online shopping has changed. And it's not just that the internet has made it infinitely easier for shoppers to compare prices. It's also that, on the net, it's much easier to compare prices than to compare colours or quality.

And when a big foreign player decides to try to break into an established market, price competition is the main way it tries to gain market share.

The result is that retailing has become more price conscious. And retailers are telling the Reserve Bank that their customers have become more price sensitive – which isn't surprising considering how slowly their wages are growing.

Nor does it matter much that, so far, not many people do their grocery shopping online, or that Aldi is still much smaller than Woolies or Coles. The others have protected themselves from losing market share by matching their rivals' lower prices.

Another effect of digitisation is to make it a lot easier for retailers to change their prices (as well as to find out what their rivals are charging). And the greater price consciousness of their customers means that 60 per cent of retailers now review their prices weekly or even daily.

This means many retailers more frequently discount their prices - put them "on special" - and make the discounts deeper.

The Reserve Bank's survey of retailers shows the main reasons they lower prices is because their competitors have cut their prices or because demand has weakened.

Carter has analysed the Bureau of Statistics' industry statistics and found that the net profit margins of both food and non-food retailers had fallen by about 1.75 percentage points (that's 1.75¢ in every dollar of sales) since 2011-12.

It may not sound much, but it is – especially in supermarkets, which are low-margin, high turnover businesses. Further analysis confirms that this decline comes from reduced ability to mark-up wholesale prices, rather than higher operating costs.

However, retailers are fighting back, trying to improve their mark-ups by offering more own-brand products (cuts out the wholesaler) and more premium brands (higher mark-up), while some non-food retailers are joining the supermarkets in moving from the traditional "high-low" pricing strategy ("specials" and frequent "sales") to an "everyday low price" strategy. By selling more, they gain more power to bargain with wholesalers.

Of all the things that are making our lives tough, higher retail prices ain't one of them.

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Poor Josh Frydenberg: on the wrong tram, heading for trouble

It’s not my policy to feel sorry for any politician – they’re all hugely ambitious volunteers – but I do feel sympathy for Treasurer Josh Frydenberg. He’s not the first treasurer to be strong on party dogma but light on economic understanding, but he’s among the first to be heading into stormy weather light on expert advice from a confident and competent Treasury.

There he was, thinking his first budget would be his last, primping up a pre-election budget that claimed to have fixed the economy and delivered on deficit and debt when that was all in the future and built on nothing more than years of wildly optimistic forecasts, combined with a massive tax bribe whose cost will keep multiplying for seven years.

Do you think that while cooking up the happy forecasts needed to justify his claims of Mission Accomplished and make his tax cuts seem affordable, Treasury warned him of the risks he was running, making himself and his government hostages to fortune?

I doubt it. They wouldn’t have been game to. The Coalition’s politicisation of Treasury, intended to kill its corporate sense of mission and replace it with people who’d proved their right-thinking and party loyalty as ministerial staffers, sent the message that the government wanted people who spoke only when spoken to and kept any contrary opinions to themselves.

In the process, however, most of the people with a deep understanding of macro-economic management have drifted away. People who understood the mysteries of the business cycle, with experience of recessions - and how excruciatingly painful they are for the government of the day.

These are people who know how much worse you make it for yourself – and for the economy voters depend on – by refusing to face the mess you’ve got yourself into, and who know how to help you change trams with as little loss of face as possible.

People game to tell you to stop digging. People who know that the longer you take to accept that the game has changed, the harder it will be to get the economy back on track – and, incidentally, to avoid getting the blame for completely stuffing it up.

People who’ll tell you to blame your about-face on changes coming from the rest of the world, but not to believe your own bulldust. People who’ll tell you to forget about party political doctrine – and the crowing of your opponents - and be completely pragmatic in doing whatever needs to be done to get you and the economy out of the poo.

Here’s what Frydenberg’s experts should be telling him, but probably aren’t – unless he speaks to Reserve Bank governor Dr Philip Lowe a lot more regularly than I imagine he does.

First, worrying about deficit and debt is something national governments can afford to do only when they’ve got an economy that’s growing strongly. The three successive quarters of pathetically weak growth we’ve experienced – complete with rising unemployment and underemployment - may prove to be just a blip, as the budget’s forecasts assume they will, but it’s much easier to believe they show the economy is fast running out of puff.

Recession is neither imminent nor inevitable in the next year or three, but with the economy in such a weakened state it is vulnerable to any adverse shock that happens along – whether of domestic or international in origin.

In such circumstances, it would be economically damaging and fiscally counterproductive (not to mention politically disastrous) to press on with fiscal consolidation rather give top priority to boosting economic activity and getting the economy back into strong-growth mode.

The problem is, the economy seems to be running out of puff because it’s caught in a vicious circle: private consumption and business investment can’t grow strongly because there’s no growth in real wages, but real wages will stay weak until stronger growth in consumption and investment gets them moving.

Policy has to break this cycle. But, as Lowe now warns in every speech he gives, monetary policy (lower interest rates) isn’t still powerful enough to break it unaided. Rates are too close to zero, households are too heavily indebted, and it’s already clear that the cost of borrowing can't be the reason business investment is a lot weaker than it should be.

That leaves the budget as the only other instrument available. The first stage of the tax cuts will help, but won’t be nearly enough. “Structural reform” is always a nice idea, but fixing a problem of deficient demand from the supply side would take far too long to be of practical help.

Over to you, Josh. If you’ve got the greatness in you, this could be your finest hour.

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How to multiply the bang from your budget buck

Years ago, I came to a strong conclusion: the politician who could resist the temptation to use the budget to prop up the economy when it’s falling in a heap and making voters hugely dissatisfied has yet to be born.

So let me make a fearless prediction: whatever they’re saying now, sooner or later Treasurer Josh Frydenberg and his boss Scott Morrison will use “fiscal policy” (aka the budget) to help counter the sharp slowdown in the economy that, if we’re not careful or our luck doesn’t hold, could lead to something much worse.

How can I be so sure? Because I’ve seen it happen so many times before. As I wrote in this column last week, since the late 1970s it’s been the international conventional wisdom among governments and their advisers that “monetary policy” (interest rates) should be the chief instrument used to stabilise the economy as it moves through the ups and downs of the business cycle, with fiscal policy focused instead on achieving “fiscal sustainability” – making sure the public debt doesn’t get too high.

Take Malcolm Fraser, for instance. He spent almost all his time as prime minister trying to eliminate the big budget deficit he inherited from the Whitlam government.

Until, that is, his advisers noticed indications of what became the recession of the early 1980s. In his last budget, he cut taxes and boosted government spending.

The Hawke government was totally committed to leaving it all to monetary policy, and stuck to that even when Treasurer John Kerin brought down the 1991 budget during the depths of the recession we didn’t have to have in the early 1990s.

Except that, by this time, Paul Keating was on the backbench, telling everyone who’d listen that you’d have to be crazy not to be using the budget to stimulate the economy.

In February 1992, soon after he’d deposed Bob Hawke, Keating unveiled his own big One Nation stimulus package – which by then was far too late.

It was Dr Ken Henry’s realisation at the time that politicians will always do something, even if they should have done it much sooner that, after the global financial crisis in 2008, saw him urging Kevin Rudd to “go early, go hard, go households”.

Combined with a cut in interest rates far bigger than would be possible today, that fiscal stimulus was so effective in keeping us out of the Great Recession that, today, the punters have forgotten there was ever any threat and the Coalition has convinced itself it was never needed in the first place.

Now, as we also saw last week, with interest rates so close to zero, fiscal policy is back in fashion internationally – though I’m not sure the carrier pigeon has yet made it as far as Canberra. So we’ve got time for a quick refresher on how fiscal stimulus works while we wait for the penny to drop in the Bush Capital.

There is a “circular flow of income” around the economy, caused by the simple truth that one person’s spending is another person’s income. This means that $1 spent by the government (or anyone else, for that matter) can flow around the economy several times.

This is what economists call the “multiplier” effect. Just how big the multiplier is for any spending will depend on the “leakages” from the flow that happen when someone decides to save some of their income rather than spend it all, or when they spend some of their income on imported goods or services (including overseas holidays).

(There are also “injections” to the flow from investment – someone uses or borrows savings to spend on a new house or office or equipment – and from exports of goods or services to foreigners.)

This means that the degree of stimulus the economy receives will differ according to the choices the government makes about the form its stimulus will take.

In a briefing note prepared by Dr Peter Davidson for the Australian Council of Social Service, he quotes research on the size of multipliers calculated by the Congressional Budget Office for the various measures contained in President Obama’s stimulus package in 2009, after the financial crisis.

Where the government spent directly on the purchase of goods and services, $1 of spending increased US gross domestic product by between 50¢ and $2.50. Where the spending was money given to state governments for the construction of infrastructure, the multiplier ranged between 0.45 and 2.2.

For spending on social security payments, the multiplier ranged between 0.45 and 2.1. For one-off payments to retirees, it was between 0.2 and 1. For grants to first-home buyers, between 0.2 and 0.7.

Turning from government spending to tax cuts, the budget office found than tax cuts for low to middle income-earners yielded a multiplier of between 0.3 and 1.5. For tax cuts for high income-earners, it was between 0.05 and 0.6. For additional company tax deductions, it was 0.4.

These big differences aren’t hard to explain. Multipliers are highest for direct government purchases or construction because there’d be no initial leakage into saving and little into imports.

The multipliers for tax cuts are lower because of initial leakage into saving and imports – not so much for low and middle income-earners, but hugely so for high income-earners.

Davidson’s conclusion is that a fiscal stimulus package would give the biggest bang per buck if it focused on direct government spending (particularly on timely infrastructure projects) and transfer payments to social security recipients.

Unsurprisingly, he slips in a plug for a $75 a week increase in dole payments to single people and single parents which, because it went to the poorest households in the country, would be spent down to the last penny and on essentials such as food and rent, not imports. It would also go to the poorest regions in the country.

Sounds good to me – and also to Reserve Bank governor Dr Philip Lowe.

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Kiwis go one up and bring happiness to the budget

Like the past, New Zealand is a foreign country. They do things differently there. While we’ve just had a budget promising what seems like the world’s biggest tax cut, the Kiwis have just had what may be the world’s first “wellbeing budget”. Bit of a contrast.

I’ve long believed that all government politicians everywhere, when they’re not simply delivering for their backers, are trying to make voters happy and thus get themselves re-elected. They just differ in how they go about it.

Like governments everywhere, our governments of both colours have seen delivering economic growth - and the jobs and higher material living standards it’s expected to bring - as the chief thing we want of them to make us happier.

To this end they’ve adopted as their chief indicator of success the rate of growth in GDP – gross domestic product – which measures the nation’s production of goods and services during a period.
They’ve largely assumed that the extra income produced by this growth is distributed fairly between us - though, in recent decades, the share going to those near the top has grown a lot faster than the shares of everyone else.

This, presumably, is Australian voters’ “revealed preference”, since we’ve just rejected the party promising to cut various tax breaks going mainly to high income-earners and use the proceeds to increase spending on hospitals, schools and childcare, in favour of the party offering tax cuts worth an immediate saving of $1080 a year to middle income-earners and delayed savings of up to $11,640 a year to those of us on $200,000 and above.

According to the Liberal winners, voters in outer suburbs and the regions turned away from Labor because it would have dashed their “aspirations” to one day be earning two or three times what they’re earning today and so be raking it in from family trusts, negatively geared investments and, above all, refunds of unused franking credits.

But if our aspirations to happiness revolve around more money in general and less tax in particular, our cousins across the dutch aspire to a radically different brand of happiness.

According to their Finance Minister Grant Robertson, in his budget speech, New Zealanders were asking “if we have declared success because we have a relatively high rate of GDP growth, why are the things that we value going backwards - like child wellbeing, a warm, dry home for all, mental health services or rivers and lakes we can swim in?

“The answer to that question was that the things New Zealanders valued were not being sufficiently valued by the government . . . So, today in this first wellbeing budget, we are measuring and focusing on what New Zealanders value – the health of our people and our environment, the strengths of our communities and the prosperity of our nation.

“Success is making New Zealand both a great place to make a living, and a great place to make a life.”

According to the nest of socialists who’ve overrun the NZ Treasury, “there is more to wellbeing than just a healthy economy”. So GDP has been moved from its central place, replaced by Treasury’s “living standards framework”, based on the four sources of capital: natural capital (land, soil, water, plants and animals, minerals and energy resources), human capital (the education, skills and health of the population), social capital (the behavioural norms and institutions that influence the way people live and work together) and human-made capital (factories, offices, equipment, houses and infrastructure).

The living standards framework covers 12 “domains”: income and consumption, and jobs and earnings (which two cover GDP), and “subjective wellbeing” (the $10 term for happiness), plus health, housing, knowledge and skills, the environment, civic engagement and governance, time use, safety and security, cultural identity and social connections.

The wellbeing budget then set out five government priorities: improving mental health, reducing child poverty, addressing inequalities faced by Maori and Pacific island people, thriving in a digital age, and transitioning to a low-emission, sustainable economy.

I’ve often thought this would be the right way for governments to go about increasing “aggregate happiness” – by focusing on reducing the main sources of un-happiness.

To make a start, the budget provides almost $1billion over five years to improve the wellbeing of children, including extra funding for low-income schools, more help for children affected by domestic and sexual violence, and indexing family benefits to wages rather than prices.

The budget’s expensive mental health package includes creation of a new frontline service and funds to help people with mild-to-moderate mental health problems rather than making them wait until their problems worsen. Helping people with addictions is also seen as a health issue.

A “sustainable land-use” package works on the environmental challenges facing agriculture, including excess nutrient flows into iconic lakes and rivers.

Despite all this, the budget sticks to the government’s budget responsibility rules, with surpluses forecast and reduction of public debt. According to Saint Jacinda of Ardern, the wellbeing budget “shows you can be both economically responsible and kind”.

So, those uppity Kiwis think they can walk and chew gum at the same time. Fortunately, we Aussies know not to try.

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Perrottet uses no-probs rhetoric to hide fiscal stimulus

If you’ve ever got a dodgy proposition you want spruiked, see if you can get NSW Treasurer Dominic Perrottet to do it.

His budget offers the most optimistic view of the next four years, leading our state to a new Golden Century (and here was me thinking the Golden Century was where Sussex Street Labor went for a Chinese meal).

Behind all Perrottet’s bravado, however, he has taken his lumps, using his budget to absorb some of the economic pain and keep stimulating the state’s slowing economy.

Which makes him much less in denial than his federal counterpart, Josh Frydenberg, who despite all the bad news we’ve had about the national economy since his budget in April, says he’s pressing on with returning the federal budget to surplus.

The stark truth, from which Perrottet was trying to distract attention, is that the NSW economy is well past its peak. It will be many years before yet another housing boom brings back such good times.

The real question is just how far the economy will deteriorate before it levels out. Perrottet sees it slowing only to annual growth of 2.25 per cent in the financial year just ending and going no slower in the coming year, before bouncing back to its average rate of 2.5 per cent in the following years.

In other words, the present sharp slowdown will prove to be just a blip in our inevitable progress onward and upward. Like Frydenberg, Perrottet is a member of the “back-to-normal-in-no-time” party.

Let’s hope their optimism is right. I doubt we’re that lucky.

Perrottet makes much of the unusually strong growth in employment – and unusually low rate of unemployment – we’ve seen in recent years, with NSW performing better than most other states.

What he doesn’t mention is that, according to his own forecasts, those days are past. Employment may have grown by 3.25 per cent in the financial year just ending, but in the coming year growth will slow to 1.5 per cent, and a fraction less in subsequent years.

On the other hand, while the labour market is weakening, we’re told, wage growth will be strengthening, growing 0.75 percentage points faster than consumer prices in the year just ending and pretty much for the next three or four years.

Why so confident of stronger wage growth? Because, if it doesn’t happen, consumer spending will fall in a heap and so will the economy overall.

It’s when you come to his budget that Perrottet’s actions speak louder than his happy words. Having achieved years of huge budget operating surpluses when the housing market was booming and collections of conveyancing duty were overflowing, he’s now repeatedly revised down his expected surpluses as the extent of the housing bust has become apparent.

Had he been as obsessed with budget surpluses as his federal colleagues, he could have sought to limit the fall by cutting expenses but, even in this post-election budget, cuts in government spending are minor.

And, unlike other state governments, he has resisted the temptation to lower the 2.5 per cent government-imposed cap on public sector wage rises. Rather, the government will press on with its election promises to hire more than 14,000 extra teachers, nurses, health professionals and police over the next four years.

State governments regularly run operating surpluses to help fund their annual investment in infrastructure and other capital works. Perrottet increased infrastructure spending by 47 per cent in the financial year just ending and plans to increase it by a further 25 per cent in the coming year. This will increase the state’s expected overall (not just operating) budget deficit (repeat, deficit) to $14.5 billion in 2019-20, up from $2.8 billion two years earlier.

Perrottet estimates that this investment spending will account for about 0.5 percentage points of the state’s expected economic growth of 2.25 per cent in each of this and the coming financial years.

He may talk the same see-no-evil talk as the federal treasurer, but he seems to know a lot more about how you keep the economy growing in tough times.

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