"Anything they buy at regular price must stand out."

In a related article on MSNBC, specifically about the clothing industry, retailers must go big or go home - your product MUST have the right attributes to sell in this economic climate:

1. modesty: build on what the consumer already owns, helping them to feel frugal and responsible about spending money on their purchase
2. value: consumers are expecting discounts...or at least to get a steal! make the value/cost ratio of your product undeniable. boldly point it out on packaging to encourage the sale.
3. quality: encourage consumers by providing products that will last a lifetime, or at least have the quality of materials and manufacture to justify expense over it's lifetime. make this plain as day, especially if your item displaces a disposable item, which is an endless cash drain...