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Cash buffer: Consumers built up a cash buffer in the pandemic, but it's disappearing

Cash buffer: Consumers built up a cash buffer in the pandemic, but it's disappearing

Buffering

When the pandemic hit, many of us instinctively reigned in our spending — partly out of choice, and partly because there weren’t a lot of fun things to splurge on. That set of circumstances coincided with stimulus checks and tax credits in April 2021, leading to many Americans building up healthier-than-usual cash balances in their bank accounts.

However, new data from JPMorgan reveals that much of the buffer has now disappeared.

Indeed, although US households still hold approximately 10% to 15% more cash in their savings accounts than before the pandemic, analysis of 9 million Chase customers reveals that the median account balance has dropped significantly in the last 2 years. That could help explain why the much-feared recession has yet to materialize, as consumers have had strong reserves to combat rampant inflation and rises in borrowing costs.

Interestingly, the trend is seen across all income brackets. The nation's top quarter of earners have seen their savings accounts decline from a median high of nearly $12,000 to $9,000, as of March this year — though their 25% decrease is a smaller relative drop than that experienced by lower earners. Indeed, people in the lowest income quartile — who likely have to allocate a larger portion of their income to essentials — have seen a 41% decline since their savings peaked.

Easier said than saved

As inflation subsides and real wages begin to rise, people could start rebuilding their savings again. However, with student loan payments set to restart in October, and other pandemic-era safety net programs ending this fall, that may be easier said than done.

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Starbucks issues apology after viral “Bearista” cup meltdown

Holiday cheer turned into chaos this week for Starbucks after the coffee giant’s new “Bearista” holiday cup sent fans into a frenzy. 

Dropped alongside its 2025 holiday menu, the $30 beanie-wearing glass bear tumbler sparked long lines, sellouts, and even in-store scuffles before Starbucks stepped in with an apology.

“The excitement for our merchandise exceeded even our biggest expectations,” the company said in a statement to People. “Despite shipping more Bearista cups to our coffeehouses than almost any other item this holiday season, the Bearista cup and some other items sold out fast.”

Within hours of launch, frustrated fans flooded Starbucks’ social media pages and even store hotlines. Some customers waited in line before dawn and others said their stores received only a handful of cups. In one Houston location, the craze even turned physical, with police reportedly called to break up a brawl. Meanwhile, the cup is already reselling on sites like eBay, with listings topping $600.

“We understand many customers were excited about the Bearista cup and apologize for the disappointment this may have caused,” Starbucks said. While in-store customers may be upset, investors seem happy about the viral hit, as the stock has risen over 3% on Friday.

If you’re still hoping for a Bearista at market price, that may not be on order: the chain didn’t disclose how many cups were made or whether a restock is planned.

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Target tells workers to smile, wave, and greet shoppers if they come within 10 feet of them

Target just rolled out a new rule for store employees: smile, make eye contact, and greet or wave when a shopper comes within 10 feet — and if they get closer, within four feet, ask whether they need help or how their day is going, according to a new Bloomberg report.

Dubbed the 10-4 program internally, the rule mirrors rival Walmarts own 10-foot policy, formalizing behavior Target had previously only encouraged.

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Monster surges on energy drink buzz, while Celsius sinks on distribution concerns

Shares of Monster Beverage climbed 5% after the bell on Thursday, and held most of those gains into early trading on Friday, following strong Q3 results.

The energy drink giant topped market expectations, with quarterly sales up 17% year over year to $2.2 billion and adjusted net profits growing 41% to $524.5 million — 11% ahead of Wall Street’s estimates. In the report, Monster highlighted its zero-sugar line and new product launches, with a stack of novel flavors already released this year, as bright spots.

During a call with analysts, Chief Executive Hilton Schlosberg said that the global energy drink category “remains healthy with robust growth,” The Wall Street Journal reported, adding that demand for more affordable caffeinated drinks is rising as coffee has become “really expensive.”

Meanwhile, rival beverage business Celsius saw shares fall as much as 23% on its Q3 results yesterday — despite beating expectations, with revenue jumping 173% — largely due to concerns about a change in the company’s distribution channel, as its newly acquired Alani Nu brand joins the PepsiCo distribution network.

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