Revenue moves with hiring, hours, pay, costs, prices and broad sentiment captured elsewhere in the same survey.
- Revenue: direction of the firm's revenue, with retail sales and inventories for retailers, versus the prior month.
- Employees and hours: direction of headcount, part-time staff and average workweek versus the prior month.
- Wages and prices: direction of pay and benefits, input costs and selling prices versus the prior month.
- Capital spending: direction of capital expenditures versus the prior month.
- Outlook and activity: whether company outlook and general business activity improved, held steady or worsened.
- Uncertainty: whether outlook uncertainty increased, stayed the same or decreased.
In the March 31, 2020 release, revenue fell from 14.0 to -67.0, an all-time low, as only 2.4% reported gains and 69.4% reported losses.
Employment, hours, activity and company outlook also hit record lows, uncertainty jumped, wages turned negative and selling prices dropped sharply.
Retail sales fell to -82.6 with under 1% reporting gains, and in the April 28, 2020 release revenue held near -65.4 while employment sank further.
The episode shows breadth, not dollars, and deeply negative readings can persist without marking a bottom.
Future revenue and employment expectations also hit all-time lows, showing the survey moves before official data.