Consumption Smoothing via Product Markets

Abstract We investigate how households adjust their shopping behavior in response to financial shocks. Our results show that households visit stores more frequently but buy fewer products and spend less in financial downturns. When money is tight, they switch to cheaper products, use more coupons, and reduce bulk purchases. During financially stressful times, households shrink the set of stores that they visit, mainly by discarding high-end stores, and varying the stores within the same set. Our store-level analysis shows that heightened financial stress in the area is associated with a decline in sales of all products, but much less so for cheaper products. Our results underscore the pivotal role of product markets in facilitating consumption smoothing. (JEL D1, I31, L81, P36)