The recession has put the squeeze on household finances with many people trying to cut back on life's luxuries. Who can afford to pay for costly gym membership or a designer dress in these difficult times?
But some products are surviving the recession - in fact sales are positively booming in some aisles. It seems that recessionistas are going back to basics.
A few years ago it was all about flash cars, foreign holidays and nights on the town. Now it's all changed. Today's credit crunchers are hunkering down and rediscovering that the best things in life are cheap, if not free. So what's going up while the economy is going down?
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Caravans
The UK is a "hot" holiday destination this year as the slide in sterling has put many people off the eurozone. But it's not just any UK holiday. The seriously cool are doing it in a caravan. Yes, caravan sales are up between 10% and 15%, according to The Caravan Company, with much of the demand from first timers.
The Camping and Caravanning Club confirms the trend. The Club's advance bookings are 27% higher than this time last year. "Summer holidays can be expensive, particularly for families. But a camping or caravanning holiday can be a cheaper and attractive alternative. It would certainly seem that the recession has had a positive impact on the Club," said a spokesman for the Club.
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Sweet treats
You might not be able to buy a gold bar in the recession, but most people can afford a chocolate bar - and we seem to be buying more confectionery to cheer ourselves up.
Cadbury recently reported a 30% rise in annual profits thanks to strong growth in its main brands.
Chocolate and sweet sales both grew by 6%, with sales of Dairy Milk were up by an impressive 11%. "Chocolate is performing well as consumers seek to comfort themselves with brands they are familiar with," said Todd Stitzer, Cadbury's chief executive.
Cadbury is not the only company to report a growth in choccie sales. Selfridges, the upmarket department store, is also doing a roaring chocolate trade: chocolate sales are 80% up on last year's figures.
The store has also reported a 30% increase in sales of other confectionery. Ewan Venters, director of food and restaurants at Selfridges, said: "There's absolutely no doubt that people are cheering themselves up with chocolate, the ultimate luxurious and affordable treat."
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Make do and mend
If you go down to the haberdashery department at John Lewis, you won't be alone. Sales are on the rise as customers make or mend their clothes instead of splashing out on something new.
Button sales have soared by 39.5%, sewing machines by 34.4% and trimmings by 29.8%. Knitting is also proving popular, with sales of wool and accessories up 8.9% on last year.
"Buttons and trimmings are an ideal way to update the look of a garment without spending too much money," said a John Lewis spokeswoman. "The increase in sales of sewing machines and other haberdashery items such as sewing boxes, mending patches, fray checks and hem fix tape are a good indication that people are looking to repair existing garments rather than buying new."
Cans
Baked beans for tea? If the sale of canned goods is anything to go by, households are on an economy drive. Sales have jumped 10% on the year, according to market research company TNS, as we stock up on cheap comfort food.
Baked beans are a clear favourite. The volume of baked beans sold rose 2.1% to 295 million in the year to the end of February. It might not be a large percentage, but it's a lot of baked beans.
The volume of tinned sponge puddings sold rose by 9.5% in the same period to just under six million. Rice pudding sales have also increased by 4.8% to 35.9 million cans. We are obviously seeking solace in nostalgia.
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Sex sells
A night in is cheaper than a night out, so perhaps it's no surprise that sales of condoms are on the rise. Durex has recently reported a 10% increase in sales as we all rediscover the joys of sex.
And it's not just condoms. Sales of vibrators and other stimulants are holding up well in the recession, which just goes to show that the best things in life are free - well, almost.
There's also been some healthy figures from Agent Provocateur, the erotic lingerie firm. The company has increased UK sales by 8% since the end of March last year, despite the tough economic conditions.
Love your lips
We still want to look good, even when money is tight and a lipstick is a lot cheaper than a designer handbag.
A spokesperson for Boots said: "We have seen an increase in sales of No7 lipsticks over the past few months and an element of this could be attributable to the 'Lipstick Index'. Our customers are looking for an inexpensive treat to make them feel good and a small thing, like a lipstick, can make a big difference to someone's day."
Home cooking
Recessionistas who refuse to pay restaurant prices are cooking it for themselves. Yes, sales of home cooking ingredients are up about 10%, according to TNS.
Ingredients such as flour, sugar, icing sugar, cooking oils, herbs and spices are all booming in the recession. We are also buying more snacks, such as crisps and popcorn. Perhaps a meal at home and a TV movie have replaced a trip to the cinema and dinner at the local gastropub?
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