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The comedy excitement of consumer spending before, during and after “Black Friday”

By Chris Bailey | Friday 24 November 2023


At a certain level, I don’t really understand GfK’s monthly Consumer Confidence Index statistics. Unlike the (correctly much aligned) Purchasing Managers' Index data, which is growing if it is above fifty and declining if it is below fifty, the always-neutral GfK data feels all the time like comparing one bad number with a slightly less bad or slightly worse alternative. I was looking back at the UK GfK statistics for the 2010s, for a bit of late amusement, and the only time it was actually above zero during the “everything is awesome” decade was, briefly, in 2015. Spot the…unusual statistics!
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