According to Nielsen, the number of shoppers buying less expensive brands is increasing from 23% in December to 35%. Stop & Shop, Shaw’s, and Whole Foods are responding by more heavily promoting their less expensive store-brand, or private-label, products. “Some of the typical behaviors we see when people are feeling pinched is they do use coupons and they buy more private-label products,” said Judy Chong, spokeswoman for the West Bridgewater-based Shaw’s.
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