What Consumers Won’t Live Without
March 9th, 2009
While the US economy is forcing many consumers to make sacrifices in order to save a few bucks, a handful of must-haves remain on the list. A recent survey… conducted by BIGresearch found Americans have redefined what’s “untouchable” and what is “expendable” in their lives to adjust to the current economic climate.
An overwhelming majority believe internet (80.9%) and cell phone service (64.1%) are simply off limits. Shoppers also say cable television (60.5%), discount clothing (43.0%), hair styling (40.0%), eating at fast-food restaurants (36.6%) and a new pair of shoes (24.0%) are on their list of untouchables.
While some items remain off-limits, Americans have been scaling back, with popular indulgences like facials and fine dining taking a back seat while people try to save money. According to the survey, 92.2% of consumers believe luxury handbags are expendable, followed by satellite radio (90.9%), expensive clothes (90.7%), high-end cosmetics (90.7%), maid service (90.0%) and facials (89.8%). Consumers were given a list of 35 items to choose from, which did not include basics like food and utlility bills.
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