How the Great Recession has changed the way we shop — even during the holidays

There has been a profound and fundamental shift among U.S. consumers since 2008

Shopping sales
(Image credit: (Spencer Platt/Getty Images))

In the run-up thus far to the 2013 holiday season, the lasting effects of the Great Recession are on full display. From the early start and staggered promotional schedule to a focus on discounts and layaway, there has been a profound and fundamental shift among U.S. consumers since 2008.

The Great Depression of the 1930s effected a generation of Americans in many lasting ways. Extreme frugality, even hoarding of mundane items, was exhibited well after the Depression lifted and economic expansion began again. The fear, stress, and real-world experience of going without took its toll on millions — a shift in consciousness that is all too familiar for a generation of consumers today burdened by the Great Recession.

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Laura Heller has been reporting on mass-market retail trends and initiatives since 1995 as a reporter for trade magazines, business outlets, and websites. She has appeared on national TV and radio programs discussing retail trends and her blog, The Point of Purchase, appears on Forbes.com