Those of you who are keen financially minded individuals will note exactly what is happening in these recent reports, HOME DEPT HERE – TARGET HERE. Those of you who are retail investors in the stock market might also see the bigger picture.
Home Depot and Target essentially share the same customer base or market audience. They service a larger segment of the American middle class. Both companies are reporting negative financial outcomes as a result of low comparable sales, or same store sales comparisons, to last year. This should not be a surprise, yet Wall Street is seemingly caught off guard.
Right now, we are on the tail end of the massive inflation cycle that took place in 2021 through 2022. Current inflation, as measured by the rate of price increase over the same period last year, is lower.
Now we are starting to see companies reporting sales comparable without the benefit of massive inflation to assist.
Example – when inflation is running at 10%, a company can report 8% sales growth, and everyone smiles. However, the sales growth was created by the inflation. The actual unit sales of goods have declined; the store is reporting higher sales because the prices are higher. When the sales cycle through to lower inflationary comparisons, the drop in unit sales shows up as drops in topline sales. This is the cause of both Target and Home Depot now reporting lower than expected comparable sales versus last year.
In real terms, this is why using sales data as a measure of economic growth is less valuable during periods of high inflation. Significant inflation hides the diminished sales of units, which should be the true measure of sales growth. I have been tracking unit sales as a measure of economic activity, and the truth is that unit sales have been declining since the fourth quarter of 2021.







