Americans, Oklahomans Pinching Pennies

Havonnah Johnson, News 9

OKLAHOMA CITY -- A new study published recently found many underemployed and out of work people across the country are cutting back and changing their lifestyles.  Some Oklahomans are finding creative ways to make their money go a little further as well.

According to the study by Harris Interactive, Americans are ditching the luxuries in life and going back to basics.

For those pinching pennies, bottled water is not an option; 39% of people now use refillable water jugs. A $5 cup of coffee used to be a daily treat for thousand. Now 21% of Americans have ditched gourmet java for grocery store brew.

Veronica Jacobs is finding ways to tighten her purse strings.

"I definitely make my own lunch or try to wait until I get home. I am not eating out as much and I keep social dates to a minimum," Jacobs said.

Business owners like Chang Yi are feeling the pinch as well. He owns an Edmond coffee shop, All About Cha. Yi says in order to make it in these tough times, you've got to have something special. His solution? Coffee art!

"I think in a downed economy, in a situation like this the best thing is probably to be creative and try something that most people don't try," Yi said.

That's exactly what the owner of Uniquely U Salon is doing, since some 43% of Americans have cut back on visiting a stylist, she offers specials.

"It's been extra slow, so I know people are affected. Clients that I have are feeling it. I have been in the business for 25 years and many clients are struggling," Shalonda Peachlyn said.

The study found some 18% of people canceled newspapers and 24% of people cut back on dry cleaning. All a sign of tough economic times.