Pool and Spa Retail Forecast: 2016

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How will retailers in the leisure aquatics industry fare in 2016? Very well, according to experienced market watchers. After several years of gradual improvement in the economy, the stars are aligning in favor of a more robust selling environment.

"We expect 2016 will be a good year, with increased consumer spending driving economic growth," says Sophia Koropeckyj, managing director of industry economics at Moody's Analytics, a research firm based in West Chester, Pa.

Retailers in particular are expected to benefit from the improving economic environment. "We expect core retail sales to grow 5.5 percent in 2016," says Scott Hoyt, senior director of consumer economics for Moody's. (Core retail sales exclude volatile revenues from auto sales and gas stations.) That's notably faster than the 4.2 growth rate anticipated when 2015 sales are finally tallied. The 2015 experience was, again, slightly better than that the 3.9 percent growth of 2014.

If Moody's is accurate in its forecast, retailers can rejoice, as the anticipated rate is not that far off the roughly six percent increases commonly enjoyed during the robust decade of the 1990s, as well as the fondly remembered period just prior to the great recession.

Wage Gains

What will drive the retail sales increases? The most important contributing factor is a healthier labor force: "Wage gains are now materializing across a number of industries and regions," says Koropeckyj. That means consumers will have more disposable cash to buy merchandise.

The higher wages are fueled by the growing number of people gainfully employed. Moody's says unemployment fell to 5.1 percent in late 2015, a full percentage point decline over the level 12 months previous and a rate nearly synonymous with the 5.0 percent economists believe represents a condition of "full employment."

"While there is still slack in the labor market, it is declining quickly," Hoyt says. "At some point in 2016 the labor market should become tight, which should translate into faster growth in wages and consumer spending." Indeed, Moody's expects the nation to reach full employment by mid-2016, and the average unemployment rate during the fourth quarter of that year to be 4.8 percent.

Gains in employment nationwide have helped create a population more confident of the future and therefore more prone to spend. "The consumer has been feeling reasonably well," says Walter Simson, principal of Chatham, N.J.,-based Ventor Consulting. "Baby boomers, especially, are feeling not too bad." Consumer confidence should continue to rise over the coming 12 months in response to a brighter employment picture, according to Moody's.

Other conditions also favor retailers: Lower consumer debt. Greater credit availability. Trimmed gasoline prices. These should do their part to help fatten shoppers' wallets over the coming 12 months.

The growing strength in retail sales is part of a larger picture: The American economy is becoming more robust. Economists judge the health of the economy by measuring how much consumers and businesses spend on goods and services over the course of the year. The faster the rise in that figure, or gross domestic product, the healthier the economy.

For 2016, Moody's expects GDP to grow 3.25 percent. That's considerably higher than the expected 2015 rate of 2.5 percent (which is, by the way, the American economy's average historic growth rate over the years). The 2015 results, to be confirmed when the year's sales numbers are finally tallied, were just slightly higher than 2014's 2.43 percent growth rate.

Housing Rebound

Retailers depend on a healthy economy to support strong sales. And one of the most important drivers of a healthy economy is a robust housing construction sector, which employs more people and generates more disposable income.

"The ever-tightening market for new homes will likely spur stronger construction activity in 2016," says Koropeckyj. Indeed, housing starts are expected to rise 29.5 percent for the year, a considerable improvement over the 14.5 percent figure expected for 2015 when final numbers are tallied. (The rate for 2014 was 5.8 percent).

Why the spike in construction? The nation's inventory of new homes has been falling steadily, says Koropeckyj, to the point where builders are now expected to perceive solid economic benefits in gearing up into higher production.

The decline in inventory over the past year came about as builders held back from constructing new homes, concerned that consumer demand had not met expectations. That demand, in turn, was soft because, says Koropeckyj, "many young families saddled with mountains of student debt were opting to continue renting."

Granted, some conditions will have to be met before the housing rebound occurs. "The tightening housing market by itself does not guarantee a resumption of single-family construction," Koropeckyj says. "Household debt burdens will still have to fall significantly before the younger families that are potential buyers of new homes start to return to the market in strength. Even so, the U.S. recovery, with some outside help from low gasoline prices and consequently low inflation, is pulling that date forward."

The expected housing rebound should have a related effect: A moderation in home prices. They are expected to increase by only 2.9 percent in 2016, a deceleration of the 6.3 percent expected for 2015.

Corporate Profits

Retailers also benefit when large employers enjoy good profits. Healthy earnings stimulate business expansion, an activity that requires investment in buildings and equipment. That generates still more business for suppliers, along with more employment and disposable income for consumers.

In this area, again, the future looks rosy. "Corporate profit growth is expected to accelerate some 9.2 percent through 2016," Koropeckyj says. That's a considerable improvement over the results for 2015, when profits actually declined slightly as a result of the strong dollar (which weakened exports), and a decrease in energy revenues following a drop in commodity prices.

Moody's is looking to a recovery in global economies, along with a diminished drag from the dollar, to help turn things around. Again, though, several factors could cause a delay. "Our narrative rests on the assumption that wages and productivity will rise in lockstep," Koropeckyj says. "But this may not hold. Productivity growth has been weak, allowing even modest wage gains to push unit labor costs higher." Wage growth is likely to grow faster than productivity. "This would further compress margins and lower the outlook for corporate profits."

Making Hay

Of special importance to retailers is one subset of the larger corporate world: Manufacturers. Any growth in that sector has a dramatic effect on employment, since the sector is heavily dependent on a skilled labor force.

Again, it seems that manufacturers are looking ahead to a 2016 that will match or excel what has been a reasonably good 2015. "Conditions are positive but are not robust or booming," says Tom Palisin, executive director of The Manufacturers' Association, a York, Pa.,-based regional employers' organization with more than 370 member companies. "Manufacturers are doing slightly better than they were a year ago. They are reporting low to moderate growth, solid orders, and a good backlog." Low energy prices are favorable for the sector.

Looking to 2016, Palisin says his members are "cautiously optimistic." A telling indicator of that optimism is a new move to prepare for expansion by bolstering the workforce. "One significant change is a move by many companies to invest more in their training budgets," says Palisin. Manufacturers are doing so, he says, in response to a number of conditions: An improving economy, several years of cost cutting that has led to a lean work force, and a lack of available skilled talent along with low unemployment. "Employers now seem more eager to retain the employees they have by investing in training of their existing workforce." That will translate into higher salaries and still more disposable income in consumers' wallets.

Manufacturers will be helped by a growing availability of credit, which has loosened considerably since the tight years of the great recession. "Rates are low and banks are willing to invest," says Palisin. "However, there has not been much demand for commercial loans because many companies have sufficient cash on hand to finance their growth needs." Others, he says, have delayed capital investment due to economic uncertainty and a tough regulatory environment.

Dark Clouds

Challenges remain. Businesses should keep an eye out for further developments in lingering issues such as the softening of European and Chinese economies, a volatile American stock market, and political gridlock in Washington. "Businesses prefer stability and consistency," says Palisin. "And right now we have anything but that."

Even so, signs point to continuing market strength. "We think the economy should weather the current uncertainties," says Hoyt. He points to the improving employment picture as the key. "A lot of our optimism centers on the strength in the labor markets."

A healthy jobs picture, then, should make all the difference in 2016. "Early in the year retailers should watch what is happening with wages," says Hoyt. "If the labor market tightens as expected, that will lead to higher wages and more consumer spending."

Call Your Bank

Here's some good financial news for retailers: Banks are flush with money and eager to lend.

"Credit is more available than at any time since the great recession," says Walter Simson, principal of Ventor Consulting, Chatham, N.J. "A more liberal lending environment has opened a window of opportunity for small business owners to get more capital with less risk." You are in the driver's seat because commercial and community banks are more willing than ever to negotiate terms.

What should you do? First, counsels Simson, if you already have a favorable loan contract then negotiate to lock it in for additional years. "This is a good time to extend your loan agreement for as long as you can."

Second, consider negotiating for a better deal. "If you are in the mood to get better terms, this is the time to do it," says Simson. "You may be able to get more credit for longer periods at a lower interest rate."

And that's not all: Dig deep into your loan contract's fine print to spot nettlesome provisions that can be modified. Such as? Perhaps you can modify loan covenants that require your business to maintain specified parameters such as a minimum net worth or cash flow. You might also be table to eliminate clauses that require you or a sister company to guarantee the loan, or those which hold your personal home as collateral.

Also look for language that allows the bank to call the loan if there is a "material adverse change" in your business operation. "These clauses are commonly seen when money is hard to get," says Simson. "While it would surprise me to see them occur in new loan agreements, such clauses might still be in force for loans made back in 2009 or 2010."

One last tip: Try to root out any language that indicates the bank is lending "at its discretion." Such clauses might allow your bank to call your loan, or to change its terms, at any time for any reason.

What if your banker won't budge? Remember that an environment with liberal lending policies rewards people who shop around. "Go across the street to another lender," says Simson. "Chances are you will be accommodated."


Comments or thoughts on this article? Please e-mail [email protected].

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