Latest News

US companies grapple with the economic divide as lower-income struggles mount

As tariffs increase uncertainty, U.S. businesses across all industries feel the pinch from the growing divide between low-income consumers and wealthy consumers.

As the latest quarter results continue to roll in, bellwethers like Coca-Cola and other companies such as hoteliers, toymakers, and financial-services providers have revealed their impact.

Mark Zandi is chief economist at Moody's Analytics. He said that businesses are feeling the impact of the growing gap between those who have and those who don't.

It is a difficult business environment for companies who don't cater the wealthy.

Affluent customers continue to support overall spending, despite rising prices. Lower-income households are pulling back on purchases or delaying them.

Target, which reported weak sales for several quarters due to missteps in merchandise, retail crime and inventory management said on Thursday that it would be cutting about 1,800 positions as part of the turnaround under the incoming CEO Michael Fiddelke.

The retailer is set to announce its quarterly results in the next month. It stocks a lot of non-essential items that consumers on lower incomes have avoided buying over the past year.

In a National Retail Federation poll, nearly two-thirds (up from 59% last season) of respondents plan to do most of their shopping for the holidays during Thanksgiving weekend to get discounts.

The deferred expenditure is evident in other areas as well.

Replacement auto parts retailer O'Reilly Automotive raised its annual revenue target after stronger-than-expected sales, but CEO Brad Beckham said some customers were delaying major repairs, a trend not seen earlier this year.

He told analysts that he was seeing some customers who were putting things off.

American Airlines raised its profit forecast for 2025 on Thursday, citing a robust demand for premium high-margin services.

CREDIT MARKET JITTERS

The U.S. Credit Market has been shaken by several high profile bankruptcy filings of lenders who serve primarily lower-income groups.

PROG Holdings cut its revenue forecast on Wednesday and announced that it would tighten lease approvals because of economic headwinds.

Steve Michaels, CEO of the company, said that while the unemployment rate was still low overall, "the increased financial stress and greater caution by lower-income consumers in our leasable category is a headwind for gross merchandise volume".

Consumer sentiment surveys indicate that consumers are pessimistic about inflation and future conditions, despite some estimates showing steady headline spending.

PrimaLend Capital Partners filed for bankruptcy on Wednesday. The company finances cars for people with bad or limited credit by using the "buy here-pay here" market.

Tricolor filed for bankruptcy in September. The company sold cars and provided auto loans to Hispanic low-income communities in the Southwest of the United States.

Some wins, some losses

This split is also visible within the individual companies.

Hasbro, the parent company of GI Joe and Barbie maker Mattel, reported a sharp drop in toy sales during the third quarter as retailers delayed their orders because customers were more cautious.

Hasbro's gaming division, which targets wealthier consumers and caters to them, has helped it achieve its annual target on Thursday.

Hilton Hotels and Wyndham Hotels, among others, have also announced a softening in their budget brands, and offered discounts to attract price-conscious travelers.

Geoffrey Ballotti, CEO of Wyndham Hotels, said that franchisees on lower scales were beginning to offer discounts to try and capture the demand at this time. We help franchisees in any way we can, and encourage them to keep rates at a level that makes sense.

Bet on smaller packs

Coca-Cola gains from its sparkling water and premium protein milk brands Topo Chico. It also sells its flagship drinks in smaller packs, targeted at consumers with lower incomes.

"Our system is adapting in the U.S. to both the upper and lower end. Both offer opportunities and challenges." John Murphy, Coca-Cola CFO, said that affordability and value were important at the lower end.

Dana Telsey, analyst at Telsey Advisory Group, says that the new 25% tariffs imposed by Donald Trump on medium- and heavy duty truck imports starting November 1 will add another challenge.

She said that for companies in high-competitive sectors, where price elasticities are high, they may have limited room to increase prices. This could force some firms to absorb a portion of the cost increases. (Reporting and editing by Sriraj K. Kalluvila in Bengaluru, Juveria T. Tabassum, Niket Nishant)

(source: Reuters)