Shoppers Are Fretting. Stores Are Listening.
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Walmart is stocking more half gallons of milk for shoppers who can’t afford a full gallon. Procter & Gamble is touting a dish-soap bottle that allows users to save money by extracting every drop. Michaels is curtailing the marketing of higher-priced crafts tools that shoppers may no longer be in the mood to buy.

Many of the companies whose mission is to know the U.S. consumer are bracing for a shift in spending as inflation rises and stocks wobble. They are bringing back more bargains, cheaper store brands and rewards programs for shoppers who want to save where they can even as some continue to spend robustly on everything from apparel to pet food.

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