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Newest Consumer Trends in Surviving the Weak Economy
[November 2008]

For some time, getting good bargains has been both fun ("Quest for Treasure": bargain hunting as sport) and a symbol of status ("Cheap-Chic": getting new designer clothes at discount prices at Target or H&M). With the advent of high unemployment, declining home values and loss of available credit options, consumers have been forced to learn how to live within their means ("New Austerity") and are now enjoying a new sense of fulfillment in life.