The survey focused on the shifting definition of what is essential for consumers and what is discretionary as the economy improves.
Currently, 42% consider hair cuts and color an "untouchable" expense, and say they wouldn't give it up—a major jump from 36.9% last year, and even up from 2008's 40%. A daily cup of gourmet coffee, which fell from 2008's 17% to 14.7% in 2009, is back up to 16.7%. And dinner out at a casual restaurant? Some 32% now say that's nonnegotiable, compared with 28.7% in 2009.