Sales reps calling on customers are trained to first talk up how Give Something Back can save both time and money, for instance, guaranteeing free next-day delivery on 40, 000 items.

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Let's hope that today's kids will be awash in iPods and Wii consoles, but the recession presents a great opportunity to market nondiscretionary items as gifts--Whole Foods gift cards, for instance.

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The third class has items that have touched something first class--the "touched" nail described above, for instance.

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