One of the easiest, but extremely effective ways to evaluate the current state of retail economy in a country is based upon the volume of items sold by retail organizations. The information collected from 9 000 shops of the network Redbook allows to achieve the clear picture of consumer demand in a country and evaluate the dynamics of consumer´s preferences regarding the time of the year, days of the week, holidays and other events.
Redbook index is calculated by a branch of the network called Redbook Research Inc and is published every week, on Thursday. In other words, the index is some kind of review o retail sales done by the network’s branches allowing to find out the tendencies of retail sales. For own convenience, it is divided into the following categories:
Goods on sale
The results of the research powered by Redbook Research Inc. are published since 1964 which grants an enormous analytical base regarding the consumer demand of the whole country.
Knowing how do the data on consumer demand change at a certain timeframe, one may draw certain conclusions about private income of the population. This references to employment rate allowing to evaluate the volume of production being stored etc.
It is not exactly that Redbook index makes a significant influence on financial market and its participants, but it often accompanies some serious market changes. One should keep in mind the traditional days of sales, pre-holiday discounts, and an increased demand during natural disasters etc. At “Black Friday”, famous for its discounts, customers buy almost everything they see. At such occasions, the indicator Redbook is studied extremely thoroughly by the experts all over the world.
Not only the biggest players of forex market pay extra attention to it, but American financial experts also. The consumers’ customs change in accordance with the index influence the business cycle, escalation and thus the establishment of optimum interest rates by the main financial regulators of the country.
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