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As the U.S. economy heads into recession there have been many theories as to the root cause but the net effect is pretty straightforward, less consumption means lower profits for businesses.

The Starbucks sells less coffee and is forced to reduce coffee inventory and coffee purchases. Less demand for coffee pushes price of coffee commodities down hence losses on the futures exchanges for investors. Soured investors dump coffee futures which pushes the price of coffee down which in turn causes Coffea farmers to reduce next years planting season.

Lower planting season and smaller fields lead to less consumption of fertilizers, pesticides, and other farming equipment used in farming.

I could go on but I think you get the point.  You can apply this trickle down theory to almost any industry: automotive, airlines, consumer goods, etc.

Of course, the counter-arguement is if everyone had exercised frugality, we wouldn’t be in a recession now right?  If that is true then we wouldn’t have had the returns the Dow, S&P and Russell have had over the past 7 years right?

So which is worse, crappy returns with frugal consumers or phenomenal returns with over-extended consumers?

In the end, my personal investment strategy is to make money either way but where do we go from here is the big question.