It's in vogue
It seems to me that the new mood of being conservative in our spending will last for several years. For the last several years it was in fashion to be extravagate. Now it’s cool to be thrifty. If your neighbor goes out and buys a Hummer you’re not envious you just sinker at there lack of judgment.
It is common for the smarter people to buy at target instead of Bed Bath and Beyond and will be for many years. It’s in vogue and will be for many years to come.