Signals about the economic health of the U.S. have been befuddling. The overall picture painted by the U.S. Census Bureau Index of Economic Activity shows that the largest economy in the world remains far from a recession. Looking at employment and consumption, nonfarm payroll figures were robust and there had been increases in both personal income and personal consumption expenditures. At the same time, some experts have formulated the view of an imminent recession. Regardless of whether a recession will happen, the only certainty about the current macroeconomic backdrop is its uncertainty. These two dichotomous economic outcomes bring about opposite consumption patterns and behaviours. An upbeat outlook likely favours more premium segments while the converse buttresses normal and/or inferior goods. In this piece, we switch gears from analysing the luxury industry to navigating the performance of everyday retailers. Heading to the basement Discount retailers sell consumer goods at bargain prices...