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- Wallet Whiplash Meets a Price Reset: Here’s How To Play It
Wallet Whiplash Meets a Price Reset: Here’s How To Play It
The economy still looks fine on the surface, but the mood underneath is getting more uneven.
More households are slipping behind on bills, retail sales have started to lose steam, and businesses are rolling out fresh price hikes after a brief pause.
That combo does not scream crisis, but it does mean investors should get a little more selective and a little less heroic.

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The Big Picture
Industrial
The U.S. Auto Economy Just Became a $55 Billion Guessing Game

The U.S. auto industry is caught between two regulatory systems moving in opposite directions.
Federal policy has pulled back EV subsidies, eliminated fuel-efficiency penalties, and dismantled the legal foundation for emissions standards.
Meanwhile, a coalition of 12 states representing nearly a third of all new-vehicle sales is pushing toward 100% zero-emission targets by 2035.
Automakers cannot design cars for two contradictory futures at the same time.
That tension is already showing up in balance sheets, with $55 billion in EV investment writedowns since the regulatory ground started shifting.
Planning Horizons Are Shrinking
Vehicle development cycles run 5 to 7 years, but policy direction flips with each administration.
That mismatch forces manufacturers to hedge every bet — building EV platforms they may not need while maintaining combustion lineups they may not be allowed to sell in key markets.
The result is capital stuck in limbo. Factories get paused, supplier contracts get delayed, and workforce planning stalls.
Short-termism becomes the default when no one knows which rules will survive the next election cycle.
Global Competition Does Not Wait
While the domestic regulatory fight drags on, international markets are moving decisively toward electrification.
Automakers still need competitive EV lineups for Europe and China, regardless of what happens at home.
Falling behind globally while fighting domestically is a costly combination.
The U.S. auto economy needs regulatory clarity, not because one side is right, but because indecision is the most expensive outcome of all.

Consumer
Weight Loss Drugs Are Rewriting the American Spending Map

One in five American households now includes someone on a GLP-1 weight loss drug, and the ripple is hitting the consumer economy in ways that go far beyond pharmacy counters.
An estimated $12 billion in snack sales alone could disappear over the next decade.
When appetite physically changes at a population scale, it does not just affect what people eat — it rewrites how companies invest, manufacture, and market across the entire food chain.
Capital Is Chasing a New Consumer
Major food and beverage companies are pouring hundreds of millions into reformulations, smaller portions, and protein-forward product lines.
Capital expenditure across the packaged food sector is rising sharply in 2026, with some companies increasing spending by more than 20%.
The corporate response has shifted from cautious monitoring to full-scale strategic repositioning.
That kind of capital reallocation across a sector this large also moves jobs, supply chains, and advertising budgets.
The Macro Signal Is Bigger Than Snacks
Eating less means less spending at restaurants, grocery stores, and convenience stores.
Fresh produce demand is surging while processed food volumes soften, reshaping agricultural supply dynamics and retail shelf strategy simultaneously.
Consumer spending is the backbone of the U.S. economy, and a structural shift in how 20% of households consume changes the math for GDP, inflation inputs, and corporate earnings far beyond the food aisle.

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Exports
When Your Top Trading Partner Starts Diversifying, the Signal Is Loud

The United States has long been the overwhelming destination for Canadian goods, absorbing more than three-quarters of everything the country ships abroad.
That share just dropped to 67.4% — the lowest on record outside of the pandemic — and full-year figures show a decline from 76% to 72% in a single year.
Meanwhile, Canadian exports to the rest of the world surged 17% and hit an all-time high. The rerouting is not hypothetical anymore — it is showing up in hard trade data month after month.
Diversification Has a Cost for the U.S. Economy
When a top trading partner actively reduces its dependence on the American market, the U.S. loses pricing leverage, supply reliability, and a built-in demand base that took decades to develop.
Canadian goods flowing to new buyers means American importers face more competition for the same resources.
The shift also signals something broader.
Trade tension and policy uncertainty are giving partners around the world a reason to look elsewhere, and once new routes are built, they tend to stick.
The Risk Is Structural
A single month of data can be noise, but a full-year trend backed by record non-U.S. export volumes is a pattern.
Manufacturing, metals, and commodities are all finding new homes — and the U.S. share of its neighbor's trade book is shrinking at a pace that would have been hard to imagine just two years ago.
Losing your closest trading partner's confidence is easy. Earning it back takes much longer.

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Metrics to Watch
Delinquencies and Late Payments
Watch the share of household debt that is past due, plus the trend in serious delinquencies for credit cards and auto loans.
When more payments slip, it usually shows up first in lenders, then in consumer-facing earnings.Credit Counseling Intake
Keep an eye on who is showing up for help and how much debt they are carrying.
When higher earners start needing structured repayment plans, it is a sign the squeeze is spreading beyond the usual places.Retail Sales Momentum
Track whether spending is simply cooling or actually rolling over. Flat months matter because consumers have been the engine.
If the engine idles, the rest of the economy feels it.Price Hike Follow-Through
Listen for companies talking about price increases, and then watch whether volumes hold up.
Price hikes can protect margins, but they can also chase customers away if budgets are already tight.Housing Affordability Pressure
Follow mortgage activity, FHA delinquency trends, and any real progress on supply.
Housing does not need to crash to be a drag. It just needs to stay expensive and stuck.

Market Movers
💳 Payment Stress is Creeping Up the Income Ladder
That is a loud signal that the cushion is thinning. It usually favors companies with steady demand and strong cash flow, and it pressures lenders and optional-spending brands.
🏷️ The Price Freeze is Thawing
More firms are pushing prices higher again. The winners tend to be brands with real pricing power.
The vulnerable group is anyone selling nice-to-haves to shoppers who are already doing math in the aisle.
🛒 The Consumer Looks Okay, but Less Confident
Flat retail sales is not a disaster, but it is a warning light. If paychecks soften or portfolios wobble, discretionary spending is usually the first thing to get trimmed.
🏠 Housing Policy is Moving, but the Clock is Slow
Congress can make supply and financing friendlier, but housing fixes take time.
In the near term, markets will keep reacting to rates, affordability, and whether buyers actually show up.

Market Impacts
Equities: Futures are basically doing the treadmill thing while traders wait for the Fed minutes and Friday’s inflation read.
Tech is still the drama department, especially anything tied to software and the AI disruption question. The setup feels choppy but not broken.
Play it: Keep your core in businesses with real earnings power and clear demand, then treat the high-multiple thrill rides like hot sauce.
Fine in small doses, not as the whole meal.
Bonds: Yields nudged higher as the market tries to decode what the Fed actually meant in January and what it might do next. The vibe is still data first, confidence later.
Play it: If you want income without random heart rate spikes, the front and middle part of the curve still does the job.
Keep some flexibility because one spicy inflation print can move everything fast.
Currencies: The dollar has been catching a bid on risk-off headlines and general uncertainty, even while rate-cut expectations hover in the background.
When the world gets jumpy, the dollar gets invited to the party.
Play it: Respect headlines. Shorter time horizons and smaller positions tend to win when geopolitics is driving the wheel.
Commodities: Oil has been drifting on the hope that tensions cool, but it is still one headline away from a mood swing.
Gold bounced off a dip as traders reset ahead of Fed minutes and the inflation data.
Play it: Oil is a headline trade right now, so size it accordingly. Gold still works as portfolio insurance, just keep it at a level where a normal pullback does not ruin your week.

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Key Indicators to Watch
Initial Jobless Claims (Thu, Feb. 19, 8:30 a.m. ET) - A quick gut-check on layoffs. A calm print supports the “slowing, not snapping” story.
A jump puts growth-sensitive stocks on notice and can help high-quality bonds.U.S. Trade Deficit (Thu, Feb. 19, 8:30 a.m. ET) - This is the scoreboard for imports vs exports. A widening gap can be a small drag on growth math, while shifts can also hint at how supply chains and demand are behaving.
GDP, Q4 (Fri, Feb. 20, 8:30 a.m. ET) - Big-picture speed check. Strong growth can keep yields stubborn.
Softer growth usually nudges investors toward defensives and pushes rate-cut chatter back into the conversation.PCE Inflation, Dec. (Fri, Feb. 20, 8:30 a.m. ET) - The Fed’s favorite inflation report. If it comes in cooler, markets will feel more comfortable about cuts later in the year.
If it runs hot, expect the dollar and short-term yields to firm up.Consumer Sentiment, Prelim (Fri, Feb. 20, 10:00 a.m. ET) - A mood meter that can matter because consumers drive so much of the economy.
Improving sentiment helps discretionary and travel names. A sour read feeds the “people are getting cautious” narrative.

Everything Else
📉 January CPI came in cooler than feared, but the big question is whether this price relief actually sticks.
🇬🇧 The U.K. economy stumbled in Q4, keeping the growth mood wobbly and the rate-cut chatter alive.
🧾 U.S. tariff revenue has surged, and now markets are watching the court decision like it is the next macro print.
🏦 A Fed governor hinted the central bank may hold steady for a while as inflation keeps easing in slow motion.
🏠 Homebuilder sentiment is still stuck in neutral as affordability keeps buyers on the sidelines.

That’s it for today’s edition—thanks for reading! Reply to this email with any feedback or let me know which macro trends or markets you’d like me to cover next.
Best Regards,
—Noah Zelvis
Macro Notes


