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American consumers are becoming more price-sensitive again

Shoppers carry bags in San Francisco, California, US, on Thursday, Sept. 29, 2022. US consumer confidence rose for a second month in September to the highest since April, indicating a strong job market and lower gas prices are contributing to more optimistic views of the economy. Photographer: David Paul Morris/Bloomberg via Getty Images

ASKED ABOUT the state of the economy, Americans are surprisingly gloomy. More than half say they are experiencing financial hardship; more than a third say they are having difficulty paying for regular household expenses. Yet, even as surveys suggest that Americans are tightening their belts amid persistently high inflation, data show that they continue to spend at a healthy clip. Last month the Bureau of Economic Analysis reported that…


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