Report suggests consumers are loosening some of their aggressive money-saving tactics

Observation:  Today’s Research Brief indicates some consumers are less likely to forgo that morning cup of specialty coffee, less likely to brown-bag their lunch, and slightly less likely to buy store brands.   The observations are fueled by a Harris Poll survey from December, 2011.  Click here to see the full story.

Implications:   Saving money became an extreme sport during the Great Recession, but it should not be surprising that those extremes were not comfortably sustainable for the long haul.  As breadwinners are expected to do more and more at work—with some indeed carrying two or more jobs to replace one that was lost—it only makes sense that fatigue would set in… and some of those small indulgences or conveniences we used to enjoy would return.

Are you seeing any indications of a consumer that has given herself permission to spend just a little bit more freely?

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.