For many years, people were buying more branded goods than store brands. But that's reversed now as consumers seek to stretch their dollars.

Each November, Clark does a toy test with children in his TV work to help parents sort through all the holiday choices. During a recent test, Target and Wal-Mart branded toys were almost more popular than the name brands.

Today you can buy store brands in most categories -- food, toys, household goods, etc. The warehouse clubs also push their own private labels. Sam's Club has Member's Mark; Costco has Kirkland Signature; and BJ's has Berkley & Jensen, among others. When it comes to OTC drugs, Clark exclusively buys store brands no matter where he's shopping.

So don't rely on emotions and reach for the brand name. Make the decision based on dollars and go for the store brand. And if you buy a store-branded food item and don't like it, take it back and they'll likely refund your money.