According to the latest University of Michigan's Survey of Consumers, sentiment about current economic conditions remains near the all-time low. Concerns about volatile gas prices, rampant inflation, and a looming recession have driven the survey's index down 37% versus a year ago.
Despite these dim consumer sentiments, the U.S. Bureau of Economic Analysis's July report shows that real personal consumption expenditures are pacing well above pre-Covid levels. According to Morgan Stanley research, consumers' ability to spend is being driven, in part, by a massive amount of excess savings accumulated over the course of the pandemic.
Earlier this year, based on per capita spending data from the National Retail Federation (NRF). Augusta area consumers were forecast to spend nearly $8.7 billion at retail this year. The current level of spending suggests that shoppers are on track to hit that number.
Of course, for local business owners to successfully compete for a share of this record spending requires marketing. By most key marketing metrics, the best way to advertise is on Augusta radio. This is especially true among business owners who must limit the number of marketing channels that can be used because of economic restraints.
Of all media, advertising on the radio provides the greatest return on investment.