Frugality is the new black?

Research from 4th quarter '08 and 1st quarter '09 shows the obvious - frugality is becoming popular. http://tinyurl.com/n6tld2.

What's interesting is the younger end of the baby boom, called the "Jones" generation because they're busy keeping up with the Joneses, has been coddling their children for years. These are the "helicopter" parents who hover over their children.

The good news is more opportunity for value brands!