• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back

2

When SpaceX starts trading, some 'shareholders' will discover they own nothing at all

3

Current price of oil as of June 12, 2026

1

Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back

2

When SpaceX starts trading, some 'shareholders' will discover they own nothing at all

3

Current price of oil as of June 12, 2026
RetailConsumer Spending

Retail spending hit pre-pandemic levels in July—but big threats remain

Phil Wahba
By
Phil Wahba
Phil Wahba
Senior Writer
Down Arrow Button Icon
Phil Wahba
By
Phil Wahba
Phil Wahba
Senior Writer
Down Arrow Button Icon
August 14, 2020, 2:42 PM ET

At first blush, it would seem consumers are back and ready to spend again: Americans’ retail spending rose in July over June, increasing for a third straight month, with consumers buying items like electronics and appliances and going out to restaurants again.

New data released on Friday from the U.S. Department of Commerce found that excluding auto-related expenditures, retail spending was up 1.2% last month, beating expectations and surpassing February, the last full month before the onset of the pandemic. The uptick comes as millions of jobs have been added in the U.S. in recent weeks and the unemployment rate is easing.

But the numbers were received by Wall Street in a muted fashion—with the Dow Jones unchanged in late morning trading—for a simple reason: plenty of uncertainty remains.

For one thing, an enhanced unemployment benefit under the Cares Act that gave some 28 million Americans another $600 per week and was a major source of stimulus expired on July 31.

“Consumers have been largely shielded from economic realities by the various stimulus and benefit programs,” said Neil Saunders, managing director of GlobalData Retail in a research note. “However, many of those advantages expired at the end of July, and August will be the first month when the chill winds of economic turmoil hits many households.” And his data suggests the pullback was nearly instant.

What’s more, with COVID-19 cases still spiking in major cities, notably in the South and Southwest, many consumers remain skittish about hitting stores amid a threat of new lockdowns.

Shoppers continued to open up their wallets for things like home improvement products as they spent on big-ticket items and refurbishing their homes.

But they are still holding back on discretionary spending on things like clothes: apparel spending was up over June but was nonetheless 20% below July 2019 levels, spelling ongoing problems for companies like Gap Inc.

A recent Coresight Research survey found that only 5% of Americans planned to spend part any stimulus money on clothing and shoes, compared to 35% for food and 11% for home improvement.

For clothing and department stores, this is supposed to be one of the busiest times of the year: back-to-school, a season that is second only to Christmas in importance for chains like Kohl’s and J.C. Penney. But this year, with all the questions surrounding the re-opening of schools, that kind of spending has been muted.

Restaurants, meanwhile, have enjoyed a surge in business because many have been able to set up more outside seating in key markets like New York and Boston where indoor dining is banned. However, it remains unclear how much they will be able to keep doing so when colder weather arrives.

And absent more stimulus, the three-month streak of consumer spending growth overall could be short lived.

“Consumer confidence fell back in July and likely stayed low in early August as the rising number of COVID-19 cases and renewed containment measures heightened both health concerns and worries about the economy,” said ING Chief International Economist James Knightley in a note.

About the Author
Phil Wahba
By Phil WahbaSenior Writer
LinkedIn iconTwitter icon

Phil Wahba is a senior writer at Fortune primarily focused on leadership coverage, with a prior focus on retail.

See full bioRight Arrow Button Icon

Latest in Retail

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Retail

Courtney Robinson, head of policy and communications, at Akoya speaks on a panel at Fortune Brainstorm Tech 2026.
RetailBrainstorm Tech
AI shopping agents are coming. No one is ready for them
By Jeremy KahnJune 12, 2026
4 hours ago
‘Buy a ticket for 60 bucks and resell it for $6,000’: NYC Mayor Mamdani criticized FIFA’s resale market, but his jersey drop created the same thing
North AmericaNew York City
‘Buy a ticket for 60 bucks and resell it for $6,000’: NYC Mayor Mamdani criticized FIFA’s resale market, but his jersey drop created the same thing
By Catherina GioinoJune 12, 2026
6 hours ago
DoorDash wants you to stop scrolling and just tell its new AI chatbot what you’re hungry for
RetailDoorDash
DoorDash wants you to stop scrolling and just tell its new AI chatbot what you’re hungry for
By Dave Lozo and Morning BrewJune 12, 2026
9 hours ago
Warehouse workers with robot
SuccessJobs
Walmart has a message for its 2.1 million workers: AI is going to improve your job, not take it: ‘Technology will power our future’
By Emma BurleighJune 12, 2026
12 hours ago
Agility Robotics Chief Executive Peggy Johnson speaks on stage at Brainstorm Tech 2026 in Aspen, Colorado.
AIBrainstorm Tech
Tech leaders argue AI’s real future Is task augmentation, not mass layoffs
By Sebastian HerreraJune 11, 2026
1 day ago
visa
AIVisa
Visa thinks it’s a great idea for AI agents to shop and pay for things without human approval
By Barbara Ortutay, Ken Sweet and The Associated PressJune 11, 2026
2 days ago

Most Popular

Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back
Environment
Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back
By Catherina GioinoJune 9, 2026
4 days ago
When SpaceX starts trading, some 'shareholders' will discover they own nothing at all
Investing
When SpaceX starts trading, some 'shareholders' will discover they own nothing at all
By Jim EdwardsJune 12, 2026
17 hours ago
Current price of oil as of June 12, 2026
Personal Finance
Current price of oil as of June 12, 2026
By Joseph HostetlerJune 12, 2026
15 hours ago
American taxpayers have spent $33 billion on sports stadiums. They got fewer seats—and higher prices
Success
American taxpayers have spent $33 billion on sports stadiums. They got fewer seats—and higher prices
By Catherina GioinoJune 11, 2026
1 day ago
Analysts expected oil to surge above $200 but China has quietly kept prices half of that—and can’t for much longer
Energy
Analysts expected oil to surge above $200 but China has quietly kept prices half of that—and can’t for much longer
By Sasha RogelbergJune 10, 2026
2 days ago
Current price of oil as of June 11, 2026
Personal Finance
Current price of oil as of June 11, 2026
By Joseph HostetlerJune 11, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.