There are four categories of shoppers, according to “Retail Demand Today,” a 2005 executive summary from Adjoined research that looks at consumers’ desires in retail experiences at mass merchants, department stores, apparel stores and online. The Thrifties are consumers who desire low prices and low risk. They want standard products and desire a routine, simple shopping experience. They tend to be 18-27 years old with incomes less than $60,000, although some are males with incomes more than $1...