More than trading down: How consumers really shop and buy during a recession

J. Walker Smith

Explains that the idea that all consumers trade down during recessions is overly simplistic.

Marketing in the COVID-19 recession

This article is part of a series of articles from the WARC Guide to Marketing in the COVID-19 recession. Read more.

Spending practices

During every downturn, the narrative about consumers turns to trading down. Intuitively,...

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