The document summarizes findings from a study on how American consumers are coping with the soft economy since January 2008. It finds that over half of Americans are now making coffee at home instead of buying single-serve coffee to save money, especially those over 65 or with incomes under $30,000. Over two-thirds have shopped less often at malls and over half have shopped less online to cut costs, particularly women and those without children.

1. Consumer Cutbacks in Today’s Soft Economy June, 2008

6. 1. Daily Routine a. Coffee Most Americans (65%) drink morning coffee, however, now half (54%) are making their own coffee at home instead of buying single-serve coffee. Q1: Thinking of morning coffee, in the course of your normal routine, in the past six months, have you, yourself, (CHOOSE ALL THAT APPLY)? 54 7 6 6 3 35 Made own coffee at home Bought single-serve gourmet coffee less often and bought less expensive coffee instead Bought single-serve gourmet coffee less often and gone without Bought single-serve gourmet coffee less often and bought less expensive coffee instead Stopped drinking coffee all together Do not drink coffee % (1548) (Base: Total Sample) Incidence of Coffee Drinking Strategies in the Past Six Months

9. 1. Daily Routine a. Coffee iii. Income of Make-At-Home Coffee Drinkers Those consumers with household income less then $30,000 make coffee at home significantly more than all other consumers. Q1: Thinking of morning coffee, in the course of your normal routine, in the past six months, have you, yourself, (CHOOSE ALL THAT APPLY)? Income 58 (418) % Less Than $30,000 54 56 56 54 (148) % (215) % (676) % (1548) % (Base) $100,000 & Over $70,000 - $99,999 $30,000 - $69,999 Total