While wealthier American shoppers have returned to patronizing high-end department stores, middle class consumers struggle to afford basics at Walmart.

• Consumers at all income levels are focused on the value of their purchase and on not overspending.
• Luxury chains report shoppers buying items such as shoes and dresses, while discount stores say their consumers are focused on food and socks.
• Shoppers focused on saving in these economically tight times cannot afford to purchase items outside of the bare essentials.

Facts and Figures

• The wealthy reigned in their spending most severely during the financial meltdown last fall.
• Walmart has had to lower their prices to encourage their regular shoppers to continue buying.
• Nordstrom’s third-quarter profit rose as sales improved compared with 2009.

Best Quote

“I used to consider shopping enertainment, but now I don’t think it’s enertainment.” – Patricia Murnane, Shopper and Risk Manager from New York