THE NEW VALUE shopper is less likely to stock up, will drive farther to find a deal, is less picky about brands and more fussy over price. Beyond that, observers note, their demographics hardly matter anymore. “[It] is startling to know how little demographics matter,” according to the “2010 How America Shops Megatrends” study from WSL Strategic Retail. “The rich are not as different from everyone else, at least emotionally; and overall, the young have become as conservative in their ...

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