The U.S. economy in 2023 will start with weak demand met with mostly adequate inventories. Shippers can expect sufficient freight capacity and lower rates as well as improved distribution center and warehousing availability. While service providers have been adding capacity since late 2020, the situation will be as much a result of changes in demand as it will be due to increases in supply.
A combination of factors will lead to reduced demand in 2023 as the economy falls into a recession. These factors include inflation, consumer and business spending, inventories, and a U.S. Federal Reserve Board monetary policy focused on taming inflation. There are other factors also contributing to the baseline forecast of weakness in the economy and freight demand as we begin 2023.
Mild recession in 2023
The S&P Global Market Intelligence 2023 U.S. macroeconomic baseline forecast is now indicating a recession in the first two quarters with a recovery in growth in real gross domestic product (GDP) in the second half of the year. The resilience of the economy in the fourth quarter of 2022, with sustained employment and moderation in some energy prices, delayed the U.S. economy from falling into recession even as trading partner countries such as those in Europe were already in recession.
For the U.S., on an annual basis, GDP is projected to expand 0.3% from 2022 to 2023 but with the growth coming in the second half of the year after contraction in the first half. The pattern of quarterly U.S. GDP growth in 2022 was also for contraction in the first two quarters followed by growth in the third and fourth quarters. In 2023, the contraction in the first two quarters is forecasted to be greater than during 2022, and the recovery will not be as strong as second half growth was in 2022. The resilient spending of consumers in 2022 relied unsustainably on credit and drawn-down savings instead of stimulus payments as in 2021. Consumer spending is facing more headwinds as variable interest rates and interest rates on new credit continue to increase and inflation remains relatively high.
The recession forecast depends on an assumption that the U.S. Federal Reserve Board is going to maintain interest rate policy to slow demand enough to bring inflation down to its 2% target. The tightening of financial conditions takes time to work through the economy enough to reduce widespread inflation. Consequently, S&P Global Market Intelligence is forecasting that the Federal Reserve will further tighten monetary policy in the first half of 2023, keeping the economy in a period of soft demand.
Interest rate increases are reducing consumer demand by raising the cost of credit. For durable goods purchases, such as autos financed with loans or homes financed with mortgages, lender limits on consumers’ debt service-to-income ratios constrain the number of purchases that consumers can qualify for compared to a year ago. The rapid pace of mortgage rate increases in 2022 already led to a sharp downturn in single-family residential real estate markets, accompanied subsequently by a weakening in the associated furniture and home furnishings markets.
Interest rate increases also affect business, where higher costs of capital reduce firms’ capacities to afford new plant and equipment or even hold substantial safety-stock inventory. For some businesses already facing higher costs from inflation, increased capital costs can result in negative cash flow or even insolvency. Some new-entrant truckers who paid high prices for new equipment in the 2021 boom are particularly vulnerable in this higher-interest rate, lower-growth environment.
International trade to weaken
International trade is forecasted to slow in 2023 with the value of U.S. imported goods declining 1.2% for the year (compared with the 16.4% increase estimated for all of 2022 and the jump of 23.4% seen in 2021). The U.S. will still run a trade deficit, but it will shrink, as exports will not slow as much as imports. The 2023 pace of goods exported is forecasted to grow 1.4%, compared with the 19.1% growth estimated for 2022.
The economies of most U.S. trade partner countries, especially in the more advanced countries, will be in recession in 2023, which typically would weaken demand for U.S. exports overall. However, U.S. energy and agriculture exporters will continue to find good opportunities in global commodity markets disrupted by the Russian invasion of Ukraine. Despite the overall weakness in global trade demand, competitive U.S. exporters will help moderate weaker domestic demand. U.S. trade partner economic growth, measured as trade-weighted foreign GDP, is forecasted to slow from 3.1% in 2022 to 1.2% in 2023. S&P Global Market Intelligence generally characterizes world growth below 2% as a recession, as it is well below potential GDP growth.
The foreign central banks are also following the U.S. Federal Reserve Board in using monetary policy to fight inflation. Also affecting U.S. goods trade in 2023 is the lingering effects of COVID-fighting policies in some countries, especially mainland China, where relaxation of restrictive policies has only recently allowed supply chain disruptions to ease. Downside risks to the global forecasts remain, as new COVID-variant waves and the impacts from the war in Ukraine continue in 2023.
Weak U.S. freight outlook
Based on the projected demand for goods and inventory levels in our recession-and-recovery baseline forecast, we expect 2023 U.S. freight volumes to start weak and end the year stronger. The duration of the painful downturn is projected to be limited, where consumption and inventory rebuilding in the second half of 2023 will lead to demand and freight growth for the year as a whole. The S&P Global Transearch baseline forecast overall is for freight tonnage to increase 1.36% for 2023.
Not all freight modes have the same prospects, however. For rail, the range of 2023 tonnage growth is from a small 0.15% increase for rail carload tonnage up to a rebound of 2.9% for intermodal rail tonnage. The intermodal rail recovery is in comparison to 2022 when systemwide congestion and threats of a strike drove customers away. The baseline trucking demand forecast is for recovery by year-end, resulting in 2023 tonnage growth of 1.54%. Air cargo tonnage growth is forecasted slower than in recent years at 3.0% due to slowing e-commerce growth. The maritime baseline forecast includes the assumed recovery of water levels in the Mississippi River System, enabling a rebound of 1.4% in tons compared to suppressed 2022 levels. These Transearch modal freight tonnage forecasts for 2023 are summarized in Figure 1.
Forecast of U.S. 2023 freight tonnage growth by mode (%) Enlarge this image
For supply chain managers, the baseline freight forecast implies a return towards having market power. Expect softening freight rates, tempered by continuing elevated wage levels and high diesel prices, which will both raise the floor on operating costs. However, after almost three years of running at capacity and operational limits, freight markets will see constraints ease in 2023, especially in the first half of the year.
It is important to note that there does remain significant risks to these baseline forecasts, including potential impacts from policy decisions and/or new shocks, whether related to COVID or other 2023 market disruptions.
The practice consists of 5,000 professionals from Accenture and from Avanade—the consulting firm’s joint venture with Microsoft. They will be supported by Microsoft product specialists who will work closely with the Accenture Center for Advanced AI. Together, that group will collaborate on AI and Copilot agent templates, extensions, plugins, and connectors to help organizations leverage their data and gen AI to reduce costs, improve efficiencies and drive growth, they said on Thursday.
Accenture and Avanade say they have already developed some AI tools for these applications. For example, a supplier discovery and risk agent can deliver real-time market insights, agile supply chain responses, and better vendor selection, which could result in up to 15% cost savings. And a procure-to-pay agent could improve efficiency by up to 40% and enhance vendor relations and satisfaction by addressing urgent payment requirements and avoiding disruptions of key services
Likewise, they have also built solutions for clients using Microsoft 365 Copilot technology. For example, they have created Copilots for a variety of industries and functions including finance, manufacturing, supply chain, retail, and consumer goods and healthcare.
Another part of the new practice will be educating clients how to use the technology, using an “Azure Generative AI Engineer Nanodegree program” to teach users how to design, build, and operationalize AI-driven applications on Azure, Microsoft’s cloud computing platform. The online classes will teach learners how to use AI models to solve real-world problems through automation, data insights, and generative AI solutions, the firms said.
“We are pleased to deepen our collaboration with Accenture to help our mutual customers develop AI-first business processes responsibly and securely, while helping them drive market differentiation,” Judson Althoff, executive vice president and chief commercial officer at Microsoft, said in a release. “By bringing together Copilots and human ambition, paired with the autonomous capabilities of an agent, we can accelerate AI transformation for organizations across industries and help them realize successful business outcomes through pragmatic innovation.”
Census data showed that overall retail sales in October were up 0.4% seasonally adjusted month over month and up 2.8% unadjusted year over year. That compared with increases of 0.8% month over month and 2% year over year in September.
October’s core retail sales as defined by NRF — based on the Census data but excluding automobile dealers, gasoline stations and restaurants — were unchanged seasonally adjusted month over month but up 5.4% unadjusted year over year.
Core sales were up 3.5% year over year for the first 10 months of the year, in line with NRF’s forecast for 2024 retail sales to grow between 2.5% and 3.5% over 2023. NRF is forecasting that 2024 holiday sales during November and December will also increase between 2.5% and 3.5% over the same time last year.
“October’s pickup in retail sales shows a healthy pace of spending as many consumers got an early start on holiday shopping,” NRF Chief Economist Jack Kleinhenz said in a release. “October sales were a good early step forward into the holiday shopping season, which is now fully underway. Falling energy prices have likely provided extra dollars for household spending on retail merchandise.”
Despite that positive trend, market watchers cautioned that retailers still need to offer competitive value propositions and customer experience in order to succeed in the holiday season. “The American consumer has been more resilient than anyone could have expected. But that isn’t a free pass for retailers to under invest in their stores,” Nikki Baird, VP of strategy & product at Aptos, a solutions provider of unified retail technology based out of Alpharetta, Georgia, said in a statement. “They need to make investments in labor, customer experience tech, and digital transformation. It has been too easy to kick the can down the road until you suddenly realize there’s no road left.”
A similar message came from Chip West, a retail and consumer behavior expert at the marketing, packaging, print and supply chain solutions provider RRD. “October’s increase proved to be slightly better than projections and was likely boosted by lower fuel prices. As inflation slowed for a number of months, prices in several categories have stabilized, with some even showing declines, offering further relief to consumers,” West said. “The data also looks to be a positive sign as we kick off the holiday shopping season. Promotions and discounts will play a prominent role in holiday shopping behavior as they are key influencers in consumer’s purchasing decisions.”
That result came from the company’s “GEP Global Supply Chain Volatility Index,” an indicator tracking demand conditions, shortages, transportation costs, inventories, and backlogs based on a monthly survey of 27,000 businesses. The October index number was -0.39, which was up only slightly from its level of -0.43 in September.
Researchers found a steep rise in slack across North American supply chains due to declining factory activity in the U.S. In fact, purchasing managers at U.S. manufacturers made their strongest cutbacks to buying volumes in nearly a year and a half, indicating that factories in the world's largest economy are preparing for lower production volumes, GEP said.
Elsewhere, suppliers feeding Asia also reported spare capacity in October, albeit to a lesser degree than seen in Western markets. Europe's industrial plight remained a key feature of the data in October, as vendor capacity was significantly underutilized, reflecting a continuation of subdued demand in key manufacturing hubs across the continent.
"We're in a buyers' market. October is the fourth straight month that suppliers worldwide reported spare capacity, with notable contractions in factory demand across North America and Europe, underscoring the challenging outlook for Western manufacturers," Todd Bremer, vice president, GEP, said in a release. "President-elect Trump inherits U.S. manufacturers with plenty of spare capacity while in contrast, China's modest rebound and strong expansion in India demonstrate greater resilience in Asia."
Even as the e-commerce sector overall continues expanding toward a forecasted 41% of all retail sales by 2027, many small to medium e-commerce companies are struggling to find the investment funding they need to increase sales, according to a sector survey from online capital platform Stenn.
Global geopolitical instability and increasing inflation are causing e-commerce firms to face a liquidity crisis, which means companies may not be able to access the funds they need to grow, Stenn’s survey of 500 senior e-commerce leaders found. The research was conducted by Opinion Matters between August 29 and September 5.
Survey findings include:
61.8% of leaders who sought growth capital did so to invest in advanced technologies, such as AI and machine learning, to improve their businesses.
When asked which resources they wished they had more access to, 63.8% of respondents pointed to growth capital.
Women indicated a stronger need for business operations training (51.2%) and financial planning resources (48.8%) compared to men (30.8% and 15.4%).
40% of business owners are seeking external financial advice and mentorship at least once a week to help with business decisions.
Almost half (49.6%) of respondents are proactively forecasting their business activity 6-18 months ahead.
“As e-commerce continues to grow rapidly, driven by increasing online consumer demand and technological innovation, it’s important to remember that capital constraints and access to growth financing remain persistent hurdles for many e-commerce business leaders especially at small and medium-sized businesses,” Noel Hillman, Chief Commercial Officer at Stenn, said in a release. “In this competitive landscape, ensuring liquidity and optimizing supply chain processes are critical to sustaining growth and scaling operations.”
With six keynote and more than 100 educational sessions, CSCMP EDGE 2024 offered a wealth of content. Here are highlights from just some of the presentations.
A great American story
Author and entrepreneur Fawn Weaver closed out the first day of the conference by telling the little-known story of Nathan “Nearest” Green, who was born into slavery, freed after the Civil War, and went on to become the first master distiller for the Jack Daniel’s Whiskey brand. Through extensive research and interviews with descendants of the Daniel and Green families, Weaver discovered what she describes as a positive American story.
She told the story in her best-selling book, Love & Whiskey: The Remarkable True Story of Jack Daniel, His Master Distiller Nearest Green, and the Improbable Rise of Uncle Nearest. That story also inspired her to create Uncle Nearest Premium Whiskey.
Weaver discussed the barriers she encountered in bringing the brand to life, her vision for where it’s headed, and her take on the supply chain—which she views as both a necessary cost of doing business and an opportunity.
“[It’s] an opportunity if you can move quickly,” she said, pointing to a recent project in which the company was able to fast-track a new Uncle Nearest product thanks to close collaboration with its supply chain partners.
A two-pronged business transformation
We may be living in a world full of technology, but strategy and focus remain the top priorities when it comes to managing a business and its supply chains. So says Roberto Isaias, executive vice president and chief supply chain officer for toy manufacturing and entertainment company Mattel.
Isaias emphasized the point during his keynote on day two of EDGE 2024. He described how Mattel transformed itself amid surging demand for Barbie-branded items following the success of the Barbie movie.
That transformation, according to Isaias, came on two fronts: commercially and logistically. Today, Mattel is steadily moving beyond the toy aisle with two films and 13 TV series in production as well as 14 films and 35 shows in development. And as for those supply chain gains? The company has saved millions, increased productivity, and improved profit margins—even amid cost increases and inflation.
A framework for chasing excellence
Most of the time when CEOs present at an industry conference, they like to talk about their companies’ success stories. Not J.B. Hunt’s Shelley Simpson. Speaking at EDGE, the trucking company’s president and CEO led with a story about a time that the company lost a major customer.
According to Simpson, the company had a customer of their dedicated contract business in 2001 that was consistently making late shipments with no lead time. “We were working like crazy to try to satisfy them, and lost their business,” Simpson said.
When the team at J.B. Hunt later met with the customer’s chief supply chain officer and related all they had been doing, the customer responded, “You never shared everything you were doing for us.”
Out of that experience, came J.B. Hunt’s Customer Value Delivery framework. The framework consists of five steps: 1) understand customer needs, 2) deliver expectations, 3) measure results, 4) communicate performance, and 5) anticipate new value.
Next year’s CSCMP EDGE conference on October 5–8 in National Harbor, Md., promises to have a similarly deep lineup of keynote presentations. Register early at www.cscmpedge.org.