Ok, not that smart, but every once in a while, I wake up and I’m glad I know some economics. As I’ve stated before, when you figure it out, it makes the world make just a bit more sense. You can explain things that others have a tougher time explaining.
For example, read this article, a cornucopia of economics. The topic is products that are “bucking the trend” of the recession.
A partial list of products are mentioned in the article that are doing well during the recession: running shoes, gardening seeds, condoms, cheap wine, mac & cheese, gold coins, tanning products. The article goes on to offer various explanations.
Let’s see what types of explanations are offered up in the article — first from some who don’t quite get the economics — or at least aren’t looking at this behavior through the lens of economics:
“The focus on the family hearth is something that has happened in nearly every recession. It’s, `How can I have more fun at home?’” said Paco Underhill, whose company, Envirosell, monitors the behavior of shoppers and sellers across the U.S. and in other countries.
He then continues…
“People are much more focused on their homes and their immediate happiness and they’re buying things that they can use themselves – seeds, fishing equipment. Lipstick and chocolate are small rewards that make you feel better.”
The author of the article chimes in with:
“Recession shoppers also are drawn to items that make them feel safe, both personally and financially.”
Ok, well and good, but here is a better way — a 30 second explanation of a simple model that explains it better — Gary Becker’s time allocation model.
It the model, there are three uses of time. Working, household production, and consumption.
Work is to earn money to buy goods – we call it market time because it is time spent in the labor market. If we want more goods, we need to work more. Cooking, cleaning, doing laundry is called household production time. And finally, the time we spend enjoying stuff is consumption time.
A key insight is that most enjoyment generating activities involve the combination of all three types of time and there are different ways to get the same end “commodity”.
For example, I enjoy eating lasagna. Consider making some lasagna from scratch. You’ll buy some ingredients (which involved some market time to pay for them), cook it up (household prodution time), and then eat the meal (consumption time.) Alternatively, you can buy Stouffer’s lasagna in box. Likely more market time (higher price), but less household production time (just defrost), and a comparable amount of consumption time.
Likewise, you can get a nicely pressed dress shirt by sending to the cleaners (relatively more market time) or wash and iron it yourself (relatively more household production time.)
We haven’t explained what is going on with the recession, but here we go.
During recessions, people often observe a decrease in their wage — sometimes people lose their jobs a very big reduction in their wage. In Becker’s model, there are two things that happen when people’s wages decrease.
First, the value of market time declines. Basically, folks will not earn as much per hour. This makes people substitute away from market time (work less) and engage in more household production.
Second, people change the types of “goods” they enjoy. We say that people switch from “goods-intensive commodities” to “time-intensive commodities”. A time-intensive commodity involves relatively few goods and relatively more consumption time. An example would be reading a novel. It takes up a lot of time in reading, but you don’t have to work much to get the goods (the novel). On the other hand, A goods-intensive commodity involves relative more goods, and relatively little consumption time. An example there would be a roller coaster. It doesn’t take very long (let’s imagine short lines), but you do have to pay a good amount for the ticket (and hence requires a fair amount of market time.)
The article talking about eating-in more and gardening are perfect examples of the first type of change. What used to be achieved through market time (purchasing goods) is now “produced” at home (household production time.)
Examples of the second?
Running? Sounds time-intensive to me. One pair of shoes (a bit of market time) and hours of enjoyment. Not surprising. Consider the alternative explanation:
Those on the go are not shying away from footing the bill for sturdy running shoes. Sales increased 2 percent in 2008, said Tom Doyle at the National Sporting Goods Association in Mount Prospect, Ill. “Runners aren’t going to hurt themselves to save a few bucks,” he said. Likewise, sales of bicycle helmets are up as parents continue to spend money to protect youngsters, he said.
I like mine better. The same goes for kids on bicycles.
Sex? I can’t speak for everyone, but I think for most people, this is a time-intensive activity. There is some market time involved (see the article for what is happening to condom sales), but there shouldn’t be that much market time involved (unless you are David Vitter?).
Please fellows (and ladies), no comments on dinner tabs and jewelry store receipts as examples of my underestimating how goods-intensive sex is for even regular folks.
Two last quotes from the article — I think they get it…
There’s a general tendency to trade down, according to Leo J. Shapiro & Associates, a consulting firm in Chicago. That means eating dinner at the kitchen table instead of restaurants, … and shopping at do-it-yourself auto parts stores.
“If you’re used to eating out, maybe you’re now buying a high-end steak at the supermarket,” said Bill Patterson, a senior analyst in Chicago with Mintel International, which supplies consumer, product and media intelligence.
Gee whiz, those ideas sound familiar I’d rather work for Leo J. Shapiro or Mintel than Envirosell…
Maybe next post I’ll pull out some macro for gold coins and some micro to explain why inferior goods aren’t really about being inferior (chocolate sales?). On that note, off to eat my left-over mac & cheese — but I assure you that has nothing to do with the recession — I just like my spirals.
–CT