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Back in the Go-Go 90s and 00s – remember those? – Carrie Bradshaw of Sex and the City and her ilk inspired designer-label dreams among middle-class housewives across the Heartland. From Cristal and Cosmos to Tiffany and Manolos, everyone felt entitled to luxury goods.

Advertisers took pains to ensure their advertising screamed “upscale” and “you deserve this” … even if it wasn’t quite the type of item that you’d see Carrie and the girls envy. For example, think Target’s designer labeled household goods and clothing items. You got the label at a price that was reasonable.

Enter the “Great Recession.”  Now it’s chic to be cheap. “Recessionistas” have replaced “Fashionistas.” How much you saved at a resale shop has become the new brunch conversation topic, and getting a deal or good value is the new social currency.

Advertisers have quickly adapted too; women still make the majority of the purchasing decisions within the household. If your business hasn’t tweaked its advertising yet to take advantage of this trend, here are 9 tips for how to target these new Recessionistas and make the sale.