Consumer confidence falls to lowest level in more than two years

Consumer confidence has dipped to its lowest level in nearly two and a half years, according to a report by the Conference Board of Canada. The 3.3-point decline in October puts the think tank’s confidence index at 71.8, nearing the sentiment reached in 2009, when Canada was in the middle of its biggest recession in […]

Consumer confidence has dipped to its lowest level in nearly two and a half years, according to a report by the Conference Board of Canada.

The 3.3-point decline in October puts the think tank’s confidence index at 71.8, nearing the sentiment reached in 2009, when Canada was in the middle of its biggest recession in decades.

The index is measured against a reading of 100 in 2002, when consumers were extremely confident about the state of their finances.

The drop overshadows a slight rise last month. It was also the fifth decline in the last six months and the lowest level for the index since May 2009.

A survey released Wednesday by the Royal Bank of Canada also pointed to a sharp drop in consumer confidence.

Both surveys come as Canadians grapple with rising prices for gasoline, food and clothing, record debt loads as well as stock market turmoil and signs of slowing overall economic growth.

“The drop in the RBC Canadian Consumer Outlook Index reflects ongoing global economic uncertainty, showing that strong Canadian economic fundamentals insulate us but do not make us immune to the turmoil around the globe,” said Craig Wright, senior vice-president and chief economist at RBC.

Consumers surveyed in the Conference Board survey showed a surprising level of optimism about future job creation, but that was not enough to buoy their overall confidence, the board said in its report released Wednesday.

“The balance of opinion on whether now is a good time to make a major purchase fell to its lowest level since early 2009,” it added.

Consumer confidence in Ontario and B.C.–where rapidly rising home prices are eating up a bigger portion of household income–declined the most, by seven points or more. Meanwhile, consumers in the Prairie provinces indicated improved confidence, resulting in an index reading of 97 points, the board said.

Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs