Despite torrential rain outside and flash-flood warnings across the area, the couple arrives to shop. Tracy Young says they've been doing this midnight run on the last day of every month for so long now that they're on a first-name basis with Gloria, their cashier. Tracy Young says. At a stroke or two after midnight they begin unloading their carts at the checkout. Tracy says they set aside $500 for groceries a month. With five kids, the money they get never lasts until the next monthly check.
"It's usually about a week and a half," she says. "We try to figure out what we need to do about a week and a half before the end of the month." That's why they're here at midnight: It's when their food stamps and government checks for their 3-year-old daughter kick in on the first of every month.
Shelf-Stocking Patterns For The First Of Every Month
Wal-Mart noticed that sales were spiking on the first of every month. In a recent conference call with investment analysts, Wal-Mart executive Bill Simon said these midnight shoppers provide a snapshot of the American economy today.
"And if you really think about it," Simon said, "the only reason somebody gets out and buys baby formula is they need it and they've been waiting for it. Otherwise, we're open 24 hours, come at 5 a.m., come at 7 a.m., come at 10 a.m. But if you're there at midnight you're there for a reason."
And so Wal-Mart has changed its stocking pattern. It brings out larger packs of items in the beginning of the month, and smaller sizes toward the end. It makes sure shelves have plenty of diapers and formula.
"It's definitely an indicator in terms of people who are struggling," says Charles Fishman, journalist and author of The Wal-Mart Effect. "That tells you there's a large swath of America that is still very carefully calculating how much money is available and how they're spending it on even the most basic things like diapers and milk and bread. That's not the sign of an economy that's shaken off the recession."
