Businesses are finding new ways to lure customers back in the door.
As the sluggish economy starts to play a different tune, consumers are looking for businesses that are still serving up super savings.
"People now expect a higher grade of experience at a better price," said Tim McCallum, president and CEO of Vapiano in Mockingbird Station.
Restaurants such as Vapiano are capitalizing on that expectation, especially on Tuesdays.
"You buy an $18 bottle of wine, and you get a pizza for free, any of our traditional pizzas," McCallum said.
Retailers are also getting in line.
Stores such as Francesca's Collections are trying new marketing strategies to get customers in the door. For example, shoppers can get a scarf, necklace, dress and sunglasses -- all for less than $100.
"Today, there is a new age of frugality in America," said Daniel Howard, a marketing professor Southern Methodist University's Cox School of Business.
Howard said consumers are getting smarter and more discerning about how and where they're willing to spend their money.
"Many Americans have found that the quality of the goods at the so-called lower to moderate end is just as good in their opinion as the higher-priced, higher-status brands," he said.