/cloudfront-us-east-2.images.arcpublishing.com/reuters/GVO22FMXMZKX7KN6YM2IDGT5HY.jpg?fit=1200%2C804&ssl=1 "US gasoline pump prices at 11-month low in time for holiday shopping | Reuters")
US gasoline pump prices at 11-month low in time for holiday shopping | Reuters
In the United States, there’s a noticeable decrease in gasoline prices, a trend that’s expected to continue into the festive season. As of a recent Tuesday, the national average price for a gallon of gasoline was $3.23, showing a significant 15% drop since mid-September, according to AAA data. This decrease in fuel costs provides American consumers with some much-needed relief amidst ongoing inflation, leaving them with more disposable income for discretionary spending.
For small business owners like Macey Ropes, who runs a tie-dye clothing store in Lafayette, Indiana, the dip in gas prices has been a boon. It has enabled her to invest more in her business than the previous year. Lower fuel costs also allow her to allocate funds for personal shopping and holiday travel. In Indiana, gasoline prices averaged $3.008 a gallon, nearly half a dollar less than the previous year.
The decline in gasoline prices correlates with the global oil prices, which have recently hit their lowest since July. Despite the oil supply cuts announced by OPEC+, the Organization of the Petroleum Exporting Countries, and its allies, oil prices have dropped. This decline is partly attributed to concerns about China’s economy and a decrease in global oil supply strains since the start of the Ukraine war. In the U.S., the cost of crude oil, which significantly influences retail gasoline pricing, saw West Texas Intermediate crude futures settling at $72.32 a barrel, down about 10% this year.
U.S. refineries have increased gasoline output compared to last year, contributing to a rise in gasoline inventories. As of November 24, total U.S. motor gasoline inventories stood at 218.18 million barrels, which is 2% higher than the previous year and the highest for this time of year since 2020. This inventory buildup, along with the decrease in global oil prices, is leading to predictions that the national average price of gasoline could drop below $3 a gallon for the first time since early 2021.
Analysts believe this downward trend in gasoline prices could positively impact consumer confidence, which has already shown improvement in November after three months of decline. The decrease in fuel costs is seen as a factor that could strengthen consumer sentiment, as higher gasoline prices tend to affect the consumer psyche negatively……….
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In the context of declining gasoline prices and their impact on consumer behavior and business investments, how might these changes influence the strategies of marketers and investors in targeting consumers during the holiday season?
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The change of consumer behavior due to declining gas prices is that they will become accustomed to the prices and think that this will be permanent but in reality, it’s only a quick change and they might protest due to inflation raising gas prices.
When gasoline prices decline, consumers often have more disposable income, potentially leading to increased spending during the holiday season. Marketers might adjust by emphasizing larger purchases or travel-related products/services, knowing people might feel more comfortable spending on these with lower fuel costs. Investors could favor sectors like retail, travel, or entertainment, anticipating higher consumer spending and adjusting their portfolios accordingly to capitalize on these trends.
The impact of low gas prices on consumers is more disposable income. Because cars are a necessity in America gas prices hurt many people because they’re no alternative to driving. Now that consumers have more disposable income investors can advertise more for the holidays because consumers are more likely to be able to afford it with the potential saved income from the low gas prices.
Due to the decrease of gasoline prices during the holiday season, people will have more disposable income. Marketers will use this to their advantage and increase prices of products so that they can make a higher profit. Marketers can also decrease prices will will lead to a potentially higher sales volume and therefore increased profits as well.
The change of the gas prices will affect the investments put in by the people who own the stores and the companies will have to lower the price so that people go and purchase from them.
Gas prices declining increases the money they could spend on gifts and the businesses making profit. The stores will get more money because if the sudden money available from the extra gas money.