Moms (and other consumers) are now taking pride in not buying. The gatekeeper badge of honor has shifted from "I got such a deal" to "I haven't bought anything new in weeks." American mothers are meeting the economic challenge with the view, "This is hard but, ultimately, it's a good thing for my family. We are pulling together and spending more time together. It's less about accumulating stuff. It feels more real." There has been a change in consumer values. It's actually an old set of Puritanical values roaring back with renewed strength: You take stock of what you have, you take very good care of it and you make it last as long as possible. It's a "It's not what you earn; it's what you don't spend" attitude. And when you do buy, you buy only what you know and trust. The culture of responsibility that felt old-fashioned 18 months ago now feels stable, secure and appealing. Moms influence 85% of all U.S. household purchases, and U.S. moms typically spend about $2 trillion per year.