We all have had to save pennies everywhere to survive.
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Rebecca Sumrow is one of the customers food and restaurant company executives have in mind when they consider raising prices to offset higher costs as meat and milk soar to record highs.

The 30-year-old from San Clemente, California, was out of work for a short time last year and saved money by moving in with her boyfriend and cutting back on clothes shopping and dining out. Though she now has a good job working for an investment firm, she’s maintaining her frugal ways.

Consumers “have gotten really good over these last four years at stretching a penny,” said Pat Conroy, leader of the U.S. consumer products practice at Deloitte LLP. Referring to the recession, he said, “Our hypothesis was that this thing was going to leave a scar, not a bruise. So far, we’ve been right.”