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"I really need to cut back..." [Issue 15; April, 2009]

Americans are still in a state of unease regarding their financial future. In our ongoing dialogue with the consumer, here is what we heard:

FORGOING MEDICAL CARE
While some of this information is positive, there is still evidence of consumers not having enough money for necessities in the last six month

• 31% of consumers reported not going to the doctor in the last six months when they were sick, mainly because of cost.
• Additionally, 20% have not had a prescription filled because of cost.
• 22% have reported taking less vitamins in order to save money.

TRADING DOWN
At least one-in-four consumers report "trading down" (either in model, price, or store) on several categories:

• Women's Apparel (37%)
• Casual Shoes (30%)
• Athletic Shoes (29%)
• Men's Apparel (28%)
• Health & Beauty (28%)

COST-CUTTING
55% of consumers report using more coupons than they did six months ago, with two-thirds of all consumers using some coupon in the last six months. The biggest coupon use was in grocery and dining.

• One-third of consumers report skipping salons in favor of getting their hair cut and or colored at home.
• Another one-third of US consumers are no longer getting manicures or pedicures at salons, and instead doing it themselves.

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