It’s September first, which means new consumer sentiment tracking data.
We track sentiment monthly across both Canada and the U.S. to understand how consumers actually feel about spending money.
The headlines don’t tell the full story. Official economic indicators lag consumer behavior by months. By the time GDP numbers get revised and published, consumer sentiment has already shifted.
Our tracking captures that shift.
What we’re seeing in September:
- Economic indicators say one thing, consumer confidence says another
- Regional variations matter more than national averages
- People plan to spend less than their income suggests they should
People making purchasing decisions don’t care what the official unemployment rate is. They care whether they feel secure enough to spend.
This data helps our clients know when to lean in and when to pull back. Premium launch or value play. Confident consumers or nervous ones.
Traditional economic indicators tell you where the economy has been. Consumer sentiment tells you where spending is going.
If you’re making decisions based on last quarter’s GDP numbers, you’re already behind.
The market moves at the speed of sentiment, not official statistics.