As we look into the psyche of the American consumer, it’s easy to base perceptions on some of the latest news. Surprising growth in April retail sales,  decreasing unemployment numbers and a rise in U.S. payrolls appear to be contributing to a more confident shopper. But when we dig a little deeper it’s actually quite a different story – filled with dwindling hopes for improvement in the labor force, plans to spend less overall and a shift in the way consumers prioritize their budgets.

According to NRF’s May consumer survey conducted by Prosper Insights and Analytics, which gauges the level of impact the economy has on consumers’ spending plans, 54 percent of those surveyed said they are spending less to compensate for the state of the economy. Nearly another four in 10 say they are dining out less frequently for that same reason. Though these figures are both either flat or slightly down from the previous month, neither presents a terribly rosy outlook for consumer spending plans.

More highlights from the survey include:

• 26 percent say they are shopping at discount stores more often, hoping to stretch their budgets as far as they can.
• Nearly one-quarter will cut back on “small luxuries” and discretionary expenditures like gourmet coffee and high-end cosmetics.
• Three in 10 will spend less on apparel.
• Nearly one-third say they are travelling less or not at all – a trend to watch as important “travel” holidays such as Memorial Day and Independence Day approach.
• 43 percent say they are shopping for more-frequent sales.

When it comes to consumers’ belief in a strong economy, the impact the calendar has on their spending demands, and their plans for investing in their savings this year, it seems consumer sentiment as a whole is still a bit unpredictable.

Although Reuters and the University of Michigan found earlier this month that consumers were much more confident about the economy, Prosper Insights and Analytics analyst Pam Goodfellow says “people want to believe in future growth for the economy, but they are having a hard time keeping the faith and are trying to be as conservative as their budgets will allow.”

For a bigger “Consumer Snapshot,” watch Prosper’s latest video below, and for more in-depth analysis and information on consumer sentiment and the economic landscape, visit the NRF’ Foundation’s Retail Insight Center.

According to NRF’s latest graduation survey conducted by BIGinsight, family and friends want to make this milestone special for their loved ones while also staying on budget. On average, consumers will spend $49 per recipient, a slight decrease from last year’s $51. For more graduation statistics, visit the Retail Insight Center to access the full data.

This year’s survey also found that gift-givers will purchase gifts for up to two graduates; shelling out an average of $94.

While these young adults are now on their way to making some of the most important decisions of their lives, consumers are willing to give them a push in the right direction with the most practical gift of all – cash.  An estimated 57 percent of consumers plan to give money. For grads, cash is the perfect gift for future needs from college expenditures to their first apartment.

Consumers will also say “congratulations” with gift cards (32 percent), apparel (11 percent), electronics (12 percent) and greeting cards (43 percent).

Total spending on graduation gifts is expected to top $4.6 billion this year, further illustrating that relatives and friends want to show their support and appreciation for the Class of 2013.

NRF Senior Vice Presidents David French and Ellen Davis, and Vice President Rachelle Bernstein appeared on CNBC, CNN, and MSNBC, respectively, to explain the need to level the playing field between online and brick-and-mortar retailers. Watch each video below.

After the 69-27 vote to approve the Marketplace Fairness Act, NRF President and CEO Matthew Shay praised senators for “standing with local retailers and America’s small business owners in a strong, bi-partisan vote … despite a highly-funded misinformation campaign by the legislation’s opposition.”

“Today’s action in the Senate is a significant step for sales tax fairness and we look forward to a robust debate in the U.S. House of Representatives,” Shay said.

Generational aspects aside, there is a common issue all age groups are facing – how to handle the challenges that exist in today’s economy.  When it comes to millennials specifically, we wanted know whether they are spending less and what is the depth of the economic impact on young adults’ shopping habits. We went to our friends at Prosper Insights & Analytics to find out.

Their April Consumer Survey revealed that 89.5 percent of young adults feel the economy is affecting their spending plans in some way. But for many, it’s evident that the current state of the economy is not going to stop them from frequenting their favorite restaurant or force them to dig through coupons or even circulars for the best deals.

After evaluating the data, I sought the help of Dianne Kremer, senior analyst at Prosper Insights & Analytics. Here’s what she had to say about the mindset of today’s young adults:

“Despite having a higher unemployment rate, 18- to 24-year-olds are less likely to pull back their spending due to the economy. Being less likely to carry the financial burden of a mortgage or the responsibility of children, coupled with being happier with the current administration in Washington, young adults are significantly more likely to have a ‘live for today’ mentality when it comes to opening their wallets. Though it’s uncertain, these consumers remain more confident in the future health of the U.S. economy.”

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<a href="http://blog.nrf.com/?p=17881/"><img src="http://b1d5ef2b997b30beaeea-54fe8a8caa40b033766a0d18c8a9e945.r89.cf1.rackcdn.com/NRFeastergraphic_1.jpg" alt="Easter shoppers go thrifty in 2013 – Infographic" title="Easter shoppers go thrifty in 2013 – Infographic" width="700" height="2100" </a>

Among those named to that executive team was Vicki Cantrell, chosen to lead NRF’s communities group and to head our Shop.org division as executive director. Before NRF, Cantrell served as COO and CIO of Tory Burch. During her career, Cantrell also worked as CIO of Giorgio Armani Corporation and held positions with Gucci Group, Party City and J.C. Penney.

In the very large but very tight-knit world of retail, you could say she has made a name for herself. Apparently we aren’t the only ones who have noticed.

RIS News‘ recently released list of 2013 Influentials features our very own Vicki Cantrell. Executives from Moosejaw, Canadian Tire and Build-A-Bear Workshop were also recognized.

“These Influentials have learned it is critical to develop partnerships and collaborations with key members of both the executive team and division heads,” the magazine wrote. “They also spearhead major initiatives, deliver strong performance results, guide the creation of new strategies, and help create the culture that nurtures employees and rewards their work.”

In addition to countless hours spent behind the scenes at well-known retail brands, Cantrell has also been heavily involved in the Retail Orphan Initiative charity and was one of several retailers who visited a school in Honduras last year.

Whether it’s through acts of philanthropy or showcasing her industry savvy, there’s no question one of retail’s brightest is right here under our own roof.

In an effort to gauge how fluctuating gas prices have impacted consumers’ spending decisions, we went to our friends at BIGinsight, who sent along data that reveals that more people than not are affected by high prices at the pump. According to a Prosper Insights & Analytics survey, seven in 10 (71.9%) Americans say that fluctuating gas prices have impacted their spending in some way.

Specifically, slightly more than one in five (22.8%) have delayed a major purchase, such as a car, new TV or furniture, 37.7 percent have reduced how much they are dining out, 29.7 percent are spending less on clothing, and 19.5 percent are cutting back on what they spend on groceries.

Up close it’s obvious that consumers are taking the normal steps to reduce expenses – driving less, taking fewer shopping trips and shopping closer to home. But a closer look also shows that many Americans are considering coupons more often and even buying more generic or store brand products to compensate.

While February retail sales were up slightly, only time will tell if consumers can continue to pay and do more with less.

NRF’s latest Tax Returns Survey conducted by BIGinsight found that overall, nearly three-quarters (73 percent) of U.S. taxpayers say they have had to adjust their spending plans because of the payroll tax changes. Fifty-eight percent say they have been either “somewhat” or “greatly” affected by the tax increase.

As financial stability remains a priority for Americans during this sputtering economic recovery, many have actually reverted to bolstering their emergency funds as opposed to spending their tax refunds on vacation, everyday expenses or even paying down debt. According to the survey, four in 10 said they will put their refunds into savings this year, the highest percentage in the survey’s 10-year history. Of those who say they are greatly impacted by the new tax law, 48 percent will try to improve their long-term financial standing by paying down debt.

Of course, some are more affected by these budgetary changes than others. In fact, 41 percent of those polled said the new federal tax laws have had little to no impact on their spending, saving or budget plans. That said, our data shows that this group of Americans are in fact paying close attention to what’s happening in Washington and with the economy. The survey found:

• 22 percent say they are still spending less overall
• 15 percent are using coupons more often
• 17 percent are shopping for sales more often
• Nearly one in five (16 percent) are reducing how much they dine out, and 11 percent say they are reducing their entertainment plans
• 13 percent are trimming their budgets for what they spend on clothing

With years of practice, retailers will use the next few weeks to remind shoppers about all the money-saving deals, hoping to attract those who want to buy new spring merchandise. Walmart is even reminding people to “get more with their refund.”

It remains to be seen how long the impact of the payroll taxes will last. Like high gas prices, consumers are finding ways to adjust to this “new normal.” But one thing remains true, as NRF President and CEO Matthew Shay said, “We cannot grow the nation’s economy until consumers consume.”

ARTS has paved the way for retail technology standards over the past two decades. From guiding retailers on their path to achieving seamless integration with point-of-sale and cloud systems, business process models, schemas, mobile, social commerce and more – you could say ARTS has led the retail industry through the information technology learning curve. And last month during the Roadmap for 2013 and Beyond session at Retail’s BIG Show, industry leaders took the stage to discuss why ARTS products are essential to their business, and previewed some of the best ideas for retailers’ technical solutions in the year ahead.

The discussion was led by Darrell Sandefur, director of digital architecture at Luxottica Retail. Sandefur also welcomed other guest speakers whose work with ARTS has helped produce some of its best-known standards. Below are a few key highlights from each speaker explaining which specific aspect of ARTS has benefited their business:

• John Rohland, associate vice president of club sales systems at BJ’s Wholesale  Club, used his career as a case study to demonstrate the importance ARTS’ Unified POS standard. Unified POS provides a consistent and exact framework for programming point-of-sales devices, and the standard is platform-independent as well as vendor-neutral. During his presentation Rohland emphasized that, ARTS “supplies the tools needed to make your jobs easier.”

• Tim Hood, vice president and chief solution architect for retail at SAP AG followed, discussing ARTS’ latest Payments Integration white paper, which was released during the BIG Show. Hood covered challenges in the payments arena surrounding EMV (Europay, Mastercard and Visa) requirements, mobile payments and new payment models, and maintaining compliance with PCI security standards. Hood also discussed new “chip and pin” requirements. Using insight from his own experience as an expert on retail payments systems, Hood advised those in attendance to look at payments holistically, not piece-by-piece.

• Frank Andryauskas, vice president of retail industry solutions at Microstrategy, covered the challenges of collecting, using and storing customer data. Andryauskas also offered advice for companies on how to leverage data for their business operations. Using the ARTS Data Warehouse model as his basis, Andryauskas said retailers can benefit from what the model offers, noting that companies must “define strategies that increase brand relevance, loyalty and profitability of consumer powered social and mobile platforms.”

The year ahead for ARTS will be a busy one. In addition to managing the rollout of the Payments Integration white paper, ARTS will unveil Version 3 of its Data Warehouse model this spring. The new model will revolutionize how companies can store and quantify information about their customers, and is just one of many examples of how ARTS is at the forefront of retail technology and innovation.