We have changed so much about how we shop in these tough economic times. We're buying more generic and store brands than ever seen before. This trend has cut across income levels and even affects what people who have not been pinched in the wallet are buying.

The October retail sales figures were pitiful for stores selling mid-range and high-end goods. Just about the only retailer looking good is Wal-Mart. No surprise there!

Meanwhile, Whole Foods -- a real symbol of people wanting a fancier grocery shopping experience -- has had to close stores and cut back on new store openings. They also needed a private injection of $425 million to stay afloat.

Clark's wife loves shopping at Whole Foods, which Clark derisively calls "Whole Paycheck" because of their expensive prices. Thankfully, they have a defibrillator near the register for the penny-pincher when he accompanies his wife! Clark is hopeful that Whole Foods can figure out a good value proposition for their customers. But they face a threat from Trader Joe's, which always seems to open near Whole Foods locations and siphons customers away.

In the long run, if we continue our newfound emphasis on thrift, it will help make a wealthier America. Yes, it hurts retail in the short term and makes our current recession deeper. But the recovery down the road will be ironclad.