6 Curious Displays of How the Struggling Economy Is Hitting the Middle Class

The impact of the Great Recession and its long-languishing fallout can be seen, among other places, in doctor’s offices, coffee shops, yard sales, and Nascar race tracks.

Nascar just isn’t what it used to be. The NY Times reports that Nascar—”a barometer of Middle American tastes” that in the 2000s was “a money-printing juggernaut”—is now struggling with lower fan attendance, lower spending fans attending races, and even lower TV ratings. In an attempt to lure back race car fans, track owners have cut ticket prices and rolled out promotions such as 99¢ gallons of gas at stations near the track.

Wi-Fi is disappearing at coffee shops. Coffeehouses are increasingly turning off the free Wi-Fi on evenings and weekends, and sometimes they’re removing power outlets and getting rid of Wi-Fi altogether, according to the LA Times. Why the removal of the perk techies have come to expect? It’s hard to run a business when your customers are “deadbeats who stayed too long and bought too little,” and when “too many customers spread out at big tables for long stretches over a lukewarm mug,” café owners have to turn away other, more profitable customers.

There might be a bar at your workplace. How could this be a sign of economic struggle? Well, per the Baltimore Sun, booze-filled employee lounges, employee-only farmers markets, free food, and other employee perks are being used to keep morale up while staffers are asked to work more hours—without overtime or pay increases. (More on Time.com: See the top 10 long forgotten liquors)

Yard sales have an air of desperation to them. Shoppers and sellers at this year’s World’s Largest Yard Sale aren’t out merely for fun, games, socializing, and the chance to get rid of (or bring home) some junk. Now, the scene is serious, with buyers who are trying to outfit their families with clothing at one-tenth of what items would cost at Wal-Mart, sellers who are eager to make money to pay the bills before they’re evicted, and heated haggling occurring over goods marked at a mere $2.

Folks who used to live the high life now feel like failures while trying to pretend nothing’s changed. “I am currently one of thousands of middle-class paupers out there putting on a brave face and pretending nothing has changed when, in fact, beneath the glossy varnish of the facade, our entire way of life is crumbling under the crushing pressure of the credit crunch,” writes a columnist at the UK Daily Mail. Consumers who had grown accustomed to dining out whenever and wherever they pleased, who traveled and spent outlandishly on clothing and homes, are now ashamed and have hard times admitting to friends that their lifestyles aren’t sustainable. (More on Time.com: See a stimulus report card at the one year mark)

Patients have to listen to doctors upselling them with cosmetic surgeries. Doctors love performing elective surgeries: The procedures are quick easy sources of profit, and they’re typically not covered by health insurance, so the doctors don’t have to deal with insurers. USA Today reports that doctors, eager to make money during an uneasy economic climate, are giving their best pitches to patients—suggesting, say, a tummy tuck after a woman gives birth, or some Botox during an eye exam. The fact that these procedures won’t be covered by insurance may or may not come up in the conversation.

Read more:
9 Signs That Your Town, State, or Country Is Broke
Top 10 Signs of a Troubled Economy and/or the Apocalypse

Related Topics: Botox, coffee, health care, Nascar, recession porn, wi-fi, yard sale, Careers & Workplace
  • lyrik007

    Well, maybe it’s time to quit living in denial like the good times are just ahead and start actually designing a sustainable society that doesn’t worship growth? Hahaha, just kidding. We all know that’s not going to happen. We’re going to keep having pretty green lawns and wrapping presents no one wants. Onward Superficial! Onward Artificial! To heaven!

  • Mekhong Kurt

    Interesting story.

    I sat back and thought about the second one, i.e., some places that used to provide free wifi are now turning it off evenings and weekends and removing power plugs, or discontinuing wifi all together. And I wondered about it a bit.

    Perhaps it makes sense to turn off wifi service evenings and weekends, or whenever the busy times of a given restaurant are. It also makes sense to remove power plugs, since those not only increase the electricity bill but allow a customer to stay beyond the life of a computer’s battery. Of course, simply eliminating the service altogether also eliminates not only costs for the service and any extra electricity customers plugging in use, but helps move customers along once they’ve finished the drink or meal.

    However, might not coffee shops have a business opportunity in the current situation? If they reduce or eliminate wifi service completely, probably the best they can hope for is that customers understand and don’t complain. Even the most understanding customer might start going to a competing coffee shop that still offers the service, especially a customer also in financial difficulties. And a customer out the door today might be a customer out the door for good — certainly not good for the coffee shop he/she leaves.

    It might be possible not only to retain the customer today but to build customer loyalty. Signs prominently posted can ask customers to sit at a place suitable for the number of customers in the party. If a lone customer comes in and flops down in that corner booth designed for 6-7 people, the manager can judge whether the place is busy enough (or likely about to be) to ask the customer to move — adding that as soon as things slow down, the customer can move to a larger space again. (Decades ago when I was in college, long before the Internet and personal computers, I worked in a coffee shop in a college town, a shop popular with students who liked to go there to study, as the shop offered a bottomless cup of coffee. That’s how the owner handled this problem back then, and it worked remarkably well.)

    Should there still be a problem, the coffee shop could go a step further, again using signs. The signs can say that free wifi service is available during non-peak hours, and that during peak hours, it is also available, but at a charge of $3.00 per hour (or whatever fee seems suitable to discourage wifi use during those hours).

    This does add some expense since peak-hour use has to be monitored, so that has to be considered. This can be offset by offering weekly and/or monthly discounted packages. For instance, a weekly package of 15 hours might be offered for $25 PLUS one free coffee or tea per visit. A monthly package of 40 hours might be offered at a much steeper discount — $80, say, with the same coffee or tea offer. Since some customers won’t use all their hours (and therefore not be drinking free coffee or tea on days they aren’t there, this even might be a small additional revenue stream for the shop.

    Alternately, the signs might say the service isn’t available during those hours at all. However, any shop that has been offering the service during those hours should announce the change well in advance. Otherwise, a customer accustomed to coming in at, say, 6:00 P.M. and using the service might actually be angered. Though that might be unreasonable on the customer’s part, it still might lead to the shop losing a customer, possibly for good.

    Shops also might consider marketing a wifi membership club — building a sense of specialness (or elitism) in customers. I don’t mean allowing ONLY members to have access to wifi — that could cause hard feelings among other customers. Instead, a membership might include a lure not available to non-members, and here there’s another possible revenue stream. Offer one free coffee or tea per visit — but not the FIRST one. It might be every third or fourth one free — encouraging the customer to buy the required number to get that free one. There could even be levels of membership (think about different levels of credit cards, frequent flyer programs, etc. as examples) — with each higher level carrying a higher price: Silver — $15/month, Gold — $25/month, and Platinum — $40/month. Of course, with levels, the perks would probably need to increase at higher levels.

    These are just some ideas for shops to reduce the problems they have with their customers over use (abuse?) of free wifi services. I’ve plucked the dollar figures out of thin air; those numbers are going to vary rather widely across the country. But any good manager can analyze his customer demographics, hourly sales patterns, etc.

    Best of all, coffee shops that can retain customers today who are on hard times and come in to use the service but spend not so much, building customer loyalty along the way — so when the economy improves, as it ultimately (we all hope) will, that customer will remember, return, and SPEND.

    By the way, this ideas aren’t only for chain coffee shops such as Starbucks. Even a single, locally-owned coffee shop can figure out a way to try to retain wifi customers. If the owner can’t, then maybe that shop is on the edge of failing already, given that these aren’t expensive ideas.

  • abbydelabbey

    Middle class? We’ve lost that ranking. We once were middle class but are no longer.

    We are losing our standard of living because there has been no COLA last year and there will be none next year. We are at an age and state of health where we can no longer expect to get even a part-time job to supplement our retirement.

    Costs are still rising despite all the government’s proclamations to the contrary. Our taxes are still rising.

    Coffee shops and Wi-Fi? Who can even afford to go to coffee shops?

    NASCAR? We can’t even afford the movies anymore.

    Going to a bar? What? You have money for booze? We don’t.

    Yard sales? Absolutely! We use to donate but now sell our older stuff. Can’t afford to just give it away anymore. We need the few dollars we may actually get.

    “High life” — who are you kidding? We’re happy to afford groceries.

    As for cosmetic surgeries — what a joke! We scrimp on food and medicine and our doctors know better than even to suggest brand new medications because they know we can’t afford a non-generic medication.

    So, be grateful if you’re employed, can afford to keep your home, and can feed and clothe your children.

    Turn off the television, video games, etc. and do something with your children — play games outside, go for a walk, etc. You’ll feel better and you’re children will enjoy your attention.

    Stop pretending to be someone you’re not. Live within your means.

    Frugality — that should be the new watchword for everyone.

  • rgrcrash

    “Turn off the television, video games, etc. and do something with your children — play games outside, go for a walk, etc. You’ll feel better and you’re children will enjoy your attention.

    Stop pretending to be someone you’re not. Live within your means.

    Frugality — that should be the new watchword for everyone.”

    AMEN…

  • shawanka

    For those of us who were living within our means before, not much has changed.
    I wont say everything is perfect.. My townhouse is worth 1/2 what I paid for it – but earning a decent rental income until values rise again.
    The low mortgage rates are good. I just bought a 2nd home & working like hell to pay this one off –
    What really stinks is the markets – I lost alot of $$ in stocks – which I feel like the companies lie & cheat to steal every which way they can – I’ve lowered 401K contributions to minimum levels and using the extra $ to pay off my loans – those guys should be taken out to a field and shot. Mutual funds/Stocks/Options/blah!
    I dont buy any of that ‘pie-in-the-sky’ BS…
    These investing companies the run the hedge funds/mutual funds that comapnies sign up with for 401Ks.. this whole practice looks & smells like the next bubble – these guys are thieves – mines done nothing but lose money.

  • http://www.coffeeratings.com/ Swag Valance

    That Wi-Fi line item is old news. This has been going on since 2005, in the middle of the mortgage bubble heyday. From the New York Times:
    http://www.nytimes.com/2005/06/13/technology/13wifi.html?_r=2

    Evidence refuted.

  • gsfcukdusa

    shawanka,

    I’m not sure where you live, but in New Jersey the real estate scam is running full tilt. The realtors are using craigslist to sell homes after listing them on MLS and then quickly removing them to control the market and the unaware buyers. While the governement is keeping the rate lower to facilitate this scam and the regulators are lookig the other way to protect the banks to avoid further losses from their initially scammed loans which were sold off at heavy profits that are now in red. Even if a home is on short sale for X, the realtors are selling them on craigslist privately for X+ 10, 20, 30% or whatever they can offload it for on the unsuspecting buyer. Go on craigslist and you will now see tons of homes for sale which were never there 3 years ago. This particular scam has managed to keep the real estate at an artificially high price giving the owner a false sense of security. What the government wants at any cost is to avoid more mortgages going underwater and creating more losses on the bank books. It reality New Jersey homes are worth anywhere from 10 to 25 % lower already, yet if you open the papers or go on the MLS, the scam prices are only 2 to 5% lower than what they really are . This NAR scam will eventually collapse and hurt millions of home owners.

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