{"id":145576,"date":"2026-06-08T04:14:22","date_gmt":"2026-06-08T07:14:22","guid":{"rendered":"https:\/\/ubirataonline.com.br\/companies-are-cashing-in-on-consumers-unwillingness-to-bargain-shop\/"},"modified":"2026-06-08T04:14:24","modified_gmt":"2026-06-08T07:14:24","slug":"companies-are-cashing-in-on-consumers-unwillingness-to-bargain-shop","status":"publish","type":"post","link":"https:\/\/ubirataonline.com.br\/en\/companies-are-cashing-in-on-consumers-unwillingness-to-bargain-shop\/","title":{"rendered":"Companies are cashing in on consumers’ unwillingness to bargain shop"},"content":{"rendered":"

<\/p>\n

\n

A version of this article first appeared on TKer.co<\/em><\/a><\/p>\n

Sentiment surveys confirm<\/a> that consumers are very aware of rising prices, and they are complaining about them. People hate inflation.<\/p>\n

Interestingly, inflation hasn\u2019t really stopped people from spending. Economic data confirm this<\/a>.<\/p>\n

This contradiction<\/a> helps explain why, despite poor vibes<\/a>, the economy continues to grow<\/a>, profit margins continue to expand<\/a>, and corporate earnings continue to rise<\/a>.<\/p>\n

A recent research note from Goldman Sachs highlights studies reflecting these trends.<\/p>\n

First, they cite two studies (this<\/a> and this<\/a>) that provide evidence companies have been increasing price markups on the stuff they sell. This evidence is in line with data showing gross profit margins have been expanding<\/a>.<\/p>\n

\n
\n
<\/div>\n<\/div>
Markups Changes by US Firms since 1980s \u00b7<\/span> Goldman Sachs<\/span><\/figcaption><\/figure>\n

\u201cAfter-tax corporate profits as a share of value added have roughly doubled from about 5% in the late 1980s to over 10% recently,\u201d Goldman economists wrote. \u201cOver the same period, U.S. firms have substantially raised markups \u2014 the amount by which prices exceed the marginal cost of producing goods and services.\u201d<\/p>\n

At least some of this trend toward rising markups over the years can be explained by falling costs<\/a>. Regardless, the point is that what customers are paying increasingly covers much more than the costs.<\/p>\n

But why hasn\u2019t there been more pushback from consumers<\/a>?<\/p>\n

As I\u2019ve been arguing<\/a> for a while<\/a>, customers will pay up if they can afford it.<\/p>\n

On that, the Goldman economists found studies showing consumers\u2019 sensitivity to price has been on the decline (study<\/a>), a trend that can be explained by rising incomes (study<\/a>).<\/p>\n

\n
\n
\"Lower<\/div>\n<\/div>
Lower consumer price sensitivity \u00b7<\/span> Goldman Sachs<\/span><\/figcaption><\/figure>\n

\u201cHigher income raises the opportunity cost of time, leading consumers to search less for lower prices,\u201d Goldman economists wrote.<\/p>\n

Of course, this also means wealthier folks are less price sensitive<\/a> than poorer folks.<\/p>\n

\u201c[Economist Kunal Sangani] estimates that increases in average income and in income inequality \u2014 which has meant that less price-sensitive households account for a larger share of total consumption \u2014 can account for a roughly 8pp rise in the aggregate retail markup from 1980 to 2018,\u201d Goldman economists added.<\/p>\n

This speaks to the K-shaped economic narrative, which argues that higher-income cohorts have increasingly driven spending while those on the lower end retrench.<\/p>\n

For those familiar with the concept of price elasticity of demand, this discussion isn\u2019t exactly mind-blowing. Nevertheless, it\u2019s a timely one as everyone wrestles with why corporate profit margins remain high despite consumers\u2019 distaste for higher prices.<\/p>\n

Take off your sentiment hat and put on your stock market hat<\/strong> <\/h2>\n

As a consumer<\/em>, I don\u2019t like any of this. I\u2019d much rather be a beneficiary of any corporate cost savings. But instead, the opposite appears to be happening.<\/p>\n<\/p><\/div>\n

\n

Admittedly, I\u2019m not helping the problem. Like the people in Sangani\u2019s study, I frequently find myself begrudgingly<\/a> paying up for stuff when I could be trading down to lower-priced alternatives.<\/p>\n

As an investor in the stock market<\/em>, I suppose I\u2019m willing to tolerate all this as long as it\u2019s driving sustainable earnings growth, which is bullish for the stocks in my portfolio.<\/p>\n

This dynamic speaks to the internal conflicts we face living in a world where how you feel and how you\u2019re treated might not align with the overall direction of the economy or the markets.<\/p>\n

There are times when you are wearing your sentiment hat<\/a>. And there might be times you\u2019re motivated to put on your policy hat<\/a>.<\/p>\n

But TKer is a stock market newsletter, which means we\u2019re putting on our stock market hat right<\/a> now. And the evidence continues to show that publicly traded companies, which are not charities<\/a>, remain effective at maneuvering in ways that grow earnings and improve shareholder value<\/a>.<\/p>\n

–<\/p>\n

Related from TKer:<\/em><\/p>\n<\/p><\/div>\n

Source link <\/a>
\nSee more: The Global Track<\/a><\/p>\n

Corinthia Mes<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

A version of this article first appeared on TKer.co Sentiment surveys confirm that consumers are very aware of rising prices, and they are complaining about them. People hate inflation. Interestingly, inflation hasn\u2019t really stopped people from spending. Economic data confirm this. This contradiction helps explain why, despite poor vibes, the economy continues to grow, profit […]<\/p>\n","protected":false},"author":1,"featured_media":145577,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"googlesitekit_rrm_CAow2JLhCw:productID":"","_gspb_post_css":"","maa_idioma":"","maa_pais":"","footnotes":""},"categories":[40158],"tags":[17179,40380,17089,27435,13814,40381],"class_list":["post-145576","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-world","tag-bargain","tag-cashing","tag-companies","tag-consumers","tag-shop","tag-unwillingness"],"blocksy_meta":[],"yoast_head":"\nCompanies are cashing in on consumers' unwillingness to bargain shop - Ubirat\u00e3 Online Not\u00edcias - A realidade ao seu alcance!<\/title>\n<meta name=\"description\" content=\"Sentiment surveys confirm that consumers are very aware of rising prices, and they are complaining about them. 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