The recession forces us to have a look at our buying habits and women, being the main purchasers of essential household products, are the first to adapt. “She checks price tags more carefully, goes swopping instead of shopping or shops in her closet, plants vegetables in the back yard, cans and freezes what she grows and believes it has never been more chic to be cheap” says Gigi Carroll, SVP/creative director at Draftfbc in an online magazine Marketing Daily's commentary.

She gave Marketers nine guidelines to think about:

1. The most trustworthy and genuine products will be of more value.
2. Small luxurious treats like perfume, chocolate, will be appreciated because of women's longing to be pampered.
3. Biger luxuries will be selected with care.
4. Highly functional luxuries like cell phones, iPods, and high speed internet will still be sought.
5. Practical luxuries at home, like a big screen TV, coffee machine or other entertainment projects can still be seen as a necessity when given the right information.
6. Brands from Woolworths, Spitz, Boardman's let women feel secure and calm.
7. Exciting bargain-hunting can make shopping a necessity.
8. Green products are essential and the right thing to do.
9. Suspicion and wariness surround big business now and customers demand that marketers be more honest and loyal with them. As a marketer, keep in mind that if you don't hold up, word of mouth has never had more volume. Because of online facilities being more available, consumers feel more free to criticise a product.

Does that hold true for you?