jdlech

Doug Kass's Killer Shorts - Barron's

If you want to bet on shrinking disposable income, it would be far better to short American midcap consummables companies who live on branding. Look for a company without a lot of foreign exposure.
Yes, people who feel poorer will thrift just about anything - even toothpaste and TP; opting to buy generic over name brand. And they will do so even when both are within just a few pennies of each other.
I've known people who would drive 30 miles out of their way to save a couple of pennies per gallon of gasoline despite the fact that they burn $3 to do it. The average consumer is not always the epitome of homo economicus rationality.
Caveat commodator