A recent IBM survey of 30,000 people uncovered several trends that speak to the dawn of a new day in consumerism.

Some 90% of those polled are changing what they spend to some degree. That may seem like a no-brainer to many of you. Consider, however, that 90% of the general population is not facing hard times. What's happened is that our psychology has shifted to a place where we're all worried and feeling pinched even if we're not in reality.

The biggest revelation from the IBM survey is that 30% of those polled have become what are called "shifters." That means they have absolutely no store or brand loyalty; they just want the most for their money wherever they can get it. Of course, that also means 70% are still brand and store loyal, but the best deals will obviously flow to the 30%.

One final thought: Just because we're facing tough times, it doesn't mean that things will always be this way. That kind of belief -- that our economy will just keep going further down -- is called "inertia bias" in psychology and economics. But it's not true.

So it's not a question of "if" the economy will recover -- it's a question of "when."