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Not only do 6 in 10 consumers believe that the U.S. economy is already in a recession; as many also think that the status of the economy will either remain the same or get even worse in the next 6 to 12 months. This sentiment is driving most to be even more budget conscious than they have been in recent months, and a growing number believe that these sacrifices will result in an imminent improvement for their personal finances. Shopping online, and giving precedence to store brands or brands that offer more value are the go-to precautions.