(https://www.marketwatch.com/story/almost-half-of-americans-say-they-cant-afford-to-save-for-retirement-right-now-eb975883?mod=mw_rss_topstories) isn't a recession signal—it's the smoking gun for why discount retail is winning. When households can't build safety nets, they stop experimenting with premium CPG and lock into the cheapest option they can find.

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