GAINESVILLE, FL-Consumer confidence in the Sunshine State remained flat in October after increasing the previous month, in line with the expectations of economists, according to the latest survey results by the University of Florida Bureau of Economic and Business Research. The index of 72 is slightly below the 74 reading taken in September.

Chris McCarty, the bureau’s survey director, says Florida consumers are more optimistic about their current personal finances yet less so about the US economy. They may stay bullish on buying opportunities when they see merchants lower prices in advance of the upcoming holiday season, though most forecasts predict no growth in retail sales after a disappointing 2008, he says.

“Floridians should prepare for more bad news through the first quarter of 2010,” McCarty says. “If retail sales growth is as low as expected, sales tax revenues will not meet expectations,” which he adds could lead to a $2.6-billion state budget deficit and more cost-cutting by the Legislature.

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