The new holiday poll of consumers conducted by Deliotte LLP says 74% intend to buy items on sale and 54% intend to use more coupons. Even though economic experts are claiming that the recession is over, there is still a mentality among shoppers to save, which many think is driven by the 10% rate of unemployment. No matter how well off consumers may be, if the future is uncertain, their purse strings will remain tight. Consumers are placing more emphasis on pricing. Procter & Gamble vows to avoid price wars but is offering a wide price range of products for its new product lines with emphasis on the less expensive products. P&G is repositioning its Cheer detergent as a "value" brand.