The same store sales numbers for March 2009 reveal an America in which consumers continue to shop out of necessity rather than for pleasure. The silver lining in these figures is that the pace of decline in sales was not as steep as feared by many analysts. The few bright spots were seen in deep-discount chains and wholesalers as Americans sought value amidst the most frightening economic downturn in a generation. Certain companies such as TJX Companies and J.C. Penney Co. actually raised their first quarter guidance following better than expected March results. Furthermore, home product sales were seen rebounding off decimated levels, perhaps signaling some signs for a turnaround. Not all retail numbers, however, can be attributed to the perilous macroeconomic conditions. The surge in sales at Buckle (BKE) and the decline in sales at Abercrombie (ANF) are more likely due to the ever-changing fashion preferences of American youth. The coming months will be closely monitored as it will be revealed whether consumers have truly changed their consumption patterns, or are returning to their spendthrift ways amidst increasing signs that catastrophe has been averted.