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Walmart CEO Mike Duke talks with Journal reporters Ann Zimmerman ans Miguel Bustillo. He says customers are under alot of pressure, and he sees what they buy, delaying purchases and the buying at midnight on the first of the month. Apparel sales are down and so are discretionary purchases and basic necessities and things like vitamins and the $4 generic pharmaceuticals are up. Walmart sees 140 million customers in stores every week, and has information systems to show how customers are buying, which gives it a unique lens through which to see changes in buying behaviour after the financial crisis and increasing numbers of jobless. Customers are saying he says that I will invest in basic needs and defer discretionary purchases. Among other things he talks about sustainability as something his company is paying attention to.

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The American consumer still spends money on bigger ticket items like luxury cars and iPads. The rich are largely shielded from this recession and one might forget that even with a 10% unemployment rate, says one economist, there are still 90% with jobs, about 75% confident of keeping them, and half with liquidity. So there is spending which is erratic. A sort of EKG type recovery in which it keeps changing all the time, with no consistent pattern. Consumers who are uncertain about the future and facing tight budgets save on toothpaste and basic consumer items, while other consumers continue to spend. A Consumer Reports survey shows consumers willing to spend on appliances and electronics. American Express conducted its survey of consumers and found consumers behind on their savings plans and making impulse purchases, or going outside their means to buy things. One analyst who follows the savings rate closely thinks consumers are spending because the stock market recovered after the 2008 crisis, and as the stock market falters consumers will start saving more. And Prof. Dan Ariely of Duke University, a behavioural economist, says that people who fear losing money in stock market fluctuations feel better spending their money, this way a least they have something to show for it. One reason apple's IPad has done so well is that consumers see it as a compromise purchase, they can give themselves a little something as a reward and still not have to buy a Mac which costs a lot more. And in the patterns of American consumer behaviour experts point to behaviour where consumers will save at Target by buying cheaper brands or buy at Dollar stores for things like paper towels and detergents, and then go out and spend on something pricey to reward themselves or have that feel good feeling. So you have this development that sales are up 9% this year at the Mall of America in Bloomington, Minneapolis, USA's largest mall. People look at price tags and shop for deals, they cut spending in places and spend in other areas. ...

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A basket of 31 products costs $92.77 at Wal-mart vs. $100.98 at Kroger. Competition in pricing could put more pressure on rivals margins.

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IKEA founder Ingvar Kamprad interviewed by the Swiss Broadcasting Corporation. He drives a 15 year old Volvo and tells the interviewer that the Volvo is nearly new, just 15 years old. He says he is proud to encourage employees to see the value of frugal living. IKEA has 90,000 employees, 202 stores in 32 countries. He says IKEA will need the billions of francs the company earns to build the business in Russia and China. All the money the company earns the company will need as a reserve.

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P&G 's focus on premium priced brands is questioned as being the right strategy at a time when private label brands are putting pressure on suppliers for lower prices.

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A report by two former Census Bureau officials, Gordon Green and John Coder, shows the inflation adjusted median household income in the U.S. declined by 6.7%, to 49,909, between June 2009 and June 2011. From December 2007 to June 2009 household income declined by 3.2%. The forces behind this are the large number of people not working or not looking for work who are outside the labor force, and the hourly pay for workers not keeping up with inflation. Prof Henry Farber at Princeton, says his study shows that people who lost jobs in the recession found work again with an average of 17.5% less income than in their prior jobs. This makes this downturn very different than earlier downturns, and giving credence to the argument "that this time its different." Another statistic from the U.S. Bureau of Labor Statistics shows why- in the period December 2007 to June 2009 average length of time for a person who lost a job to be unemployed increased from 16.6 weeks to 24.1 weeks, with the same figure up to 40.5 weeks in September 2011. Higher declines for Hispanics and other minorities further increased income inequalities. Coder and Green call the impact a substantial decline in the American standard of living....

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Unilever sales -after excluding acquisitions, disposals and currency effects- were up 7.8% in the 3rd quarter of 2011. Sales in emerging markets were up 13%, and now provide over half of Unilever's business. Unilever achieved these gains through price increases of 5.8% and volume up by 19%. Unilever faces rising costs for oil, palm oil, petrochemicals and plastics. The increase in commoditiy costs added 2.5 billion euros to costs compared to the prior year. To cope with rising costs Unilever is improving packaging, logistics, sourcing and reducing purchasing costs. Unilever's strategy is to selectively increase prices to keep margins from falling.

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Advertising is shifting to basic bread and butter products like Campbell soups, Kraft cheese, Post cereal and down for GM and Ford.

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Wal-Mart is expected to announce the sixth quarter of declining same store sales in the U.S. By raising prices on some items and reducing prices on others Wal-Mart moved away from Wal-Mart founder Sam Walton's pledge to provide the best prices. Walton built Wal-Mart by promising to transfer much of the benefits of Wal-Mart's sourcing of lower priced goods to customers. The "high-low" technique in pricing is just the opposite of the everyday best price of Sam Walton. In recent years Wal-Mart has lost its touch with its core customer base by trying to attract upscale customers with trendy products and organic foods. The core customers have always been the U.S. households making less than $70,000 a year. This made up 68% of its business. Now this business is under assault by discounting chains and dollar stores. To reduce clutter in its stores, Wal-mart reduced the amount of goods carried from different suppliers, alienating some suppliers. Ironically the new pricing strategies and store design to reduce sprawl came from John Fleming, a former Target executive who became Wal-Mart's chief merchandising officer. Management changes led to Mr Fleming's departure....

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A Norwegian economist quotes Ibsen-"the strongest man is one who stands alone in this world." it describes Norway's approach of setting its own course. Prudent banking policies, frugal management of oil money, and astute investments by the wealth fund, have given Norway economic resilience rare in Europe. Banking represents only 2% of the economy, and oil money goes straight to the wealth fund and only 4% is allocated to the budget, spending controls are in place as government spending was reduced to 40% of GDP by 2007 from 48% in 2003 a period when UK increased spending from 42% to 47%. Oil revenues and a small population of 4.9 million also help. Managing this well is the Norwegian story.

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Prices of homes in the U.S. increased by 9.3% in February 2013, according to the Standard & Poor's/ Case-Shiller survey of home prices in 20 major metropolitan areas. All 20 cities posted gains for the second month. Prices in Phoenix increased by 23%, and in San Francisco by 18.9%. The median home price in March was $184,300 up from the $154,600 in Jan. 2012. The peak was at $230,400 in 2006. The WSJ quarterly survey shows less than 3 month supply of homes in Phoenix and San Francisco. Supplies of homes declined by 16.8%, sales of previously owned homes were up by 10.3% in March over the prior year month. Supplies have dropped as banks are putting fewer homes in foreclosure and many homeowners are unwilling to sell for a number of reasons. Increasing rents and low mortgage costs also help increase demand. The interesting aspect of this is that prices are rising even as homeownership rate declined to 65%, according to the Census Bureau. And compared with 2004 there are 7.2 million more renters and only about 400,000 new homeowners, according to Capital Economics. Some of the homebuying comes from investors buying homes and converting them into rentals....

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With its slogan "Expect More, Pay less" Target has tried to combine low prices with moving upmarket, carrying designer merchandise and chic styling without breaking the family budget. Now with the recession and consumers becoming frugal in the USA, Target and its new CEO who took on the role in May 2008, Steinhafel, is looking at Wal-Mart to see how it can also emphasize the low prices in this recessionary climate. With store sales fallig by 10% in early 2009 Target executives were concerned that something needed to be done. And the thing was to bring even lower prices withor making customers feel cheap. Its chief marketing officer natty Francis always believed in the marketing philosophy of the 1952 book about Marshall Field "Give the Lady What She Wants." Question was what the lady wanted in today's environment. Instead of the old aspirational image of the designers behind Target apparel, Francis now put up the idea of how good value can be chic too. Target designers emphasized how the lady can look "frugalista fabulous." The other challenge was introducig groceries in the store. And instead of packaged foods he idea was to introduce fresh foods which have higher margins. Protype grocery stores were put up and the concept launched. And now instead of gradual rollout, Target went hyper local putting fresh food in all 30 Philadelphia stores. And the marketing ads, radio, newspaper circulars, TV everything made Philly residents aware of the move. Sales went up by 5to 10%. Now the concept has proven to work and Target plans to put in in 350 stores in 2010. And Nat Francis thinks Target did not move fast enough considering how quickly consumers have turned frugal. In the new frugal environment Target research showed its working-mom was obsessing about the price of milk not the thigh-high boots, and she was visiting the grocery store twice aweek and Target only 3 times amonth. Showing groceries mattered. Meantime Target's markeing is ore focussed and its creating the perception that Target and Wal-mart are so close on price. Target is actually devoting 75% of its advertising budget to price compared to 25% in 2008. So a 32 inch panel TV is $246, a coffeemaker is $3. Yet Target executives don't want to undo a strategy built up over years of a better customer experience, designer merchandise at lwer prices, something that would differentiate it from Wal-Mart. So the moves may simply be an adjustment to comport with the thriftier savings oriented times....

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The Census Bureau reports that 46.2 million Americans were living in poverty in 2010. This is an increase of 2.6 million over 2009. This is the highest number of Americans living in poverty since 1958, when this statistic was first measured. Poverty is defined for 2010 as income at or below $22,314 for family of four. Also relevant is the median household income which went down to $49,445 in 2010, a decline of 2.3% from 2009. The typical household earned less in 2010 than in 1997, in inflation adjusted terms. The Census Bureau reports 16.3% of Americans had no health insurance coverage in 2010, the same as 2009.