Frugality falling out of fashion?

In recent days, Joseph returned to the stores to buy necessities: a new winter coat and boots. But she said she's determined not to purchase what she's really longing for: new furniture for her home and a silver BMW 5 Series.

Not everyone, however, is strong enough to resist. Some of Lynne Glassman's clients have already started falling off the tightwad wagon when they go into stores with the personal shopper and image consultant.

"They're saying, 'I need to watch it; I can't spend this much.' And then they get there, it's like they've been on a diet for a long time, and they're buying more than they intended," said Glassman, who works in the District.

Christopher Reiter, owner of Muleh, the 14th Street NW boutique where Kwawu was agonizing over the handbag, has noticed the same phenomenon. Lately, some power shoppers come into the store, see something they want and initially decide not to buy it, he said. Then they sneak back in a day or two and get what they tried to leave behind.

"I think people over the last six to eight months have been hiding underneath their kitchen tables," said Paco Underhill, author of the book "Why We Buy: the Science of Shopping" and a marketing consultant. "They've climbed out from underneath their kitchen tables and are recognizing the sky is not going to fall."

Some experts say that Americans, still traumatized by hundreds of thousands of layoffs and plummeting home values, might never return to spendthrift ways.

But others say deep and lasting change might prove challenging in a country where the phrase "shop 'til you drop" gets 1.7 million Google hits.

Before the downturn, Americans visited a shopping mall at least three times a month, according to the International Council of Shopping Centers. Many people shopped for reasons unrelated to need: for comfort, for stress relief, for excitement.

"I don't think we're ever going to go back to shopping as gluttonously as we have in the past, but for competitive sport shoppers, the thrill is waning on abstinence," said Kit Yarrow, a professor of consumer psychology at Golden Gate University in California.

Over the past year, Arash Shirazi, 35, a music agent from Arlington County, saw his income remain steady but his stock portfolio dip. He said "no" to a new MacBook computer, a new Bang & Olufsen stereo and a new Audi S5 -- all of which he would have purchased without a second thought in the pre-recession days.

But now that the stock market is rebounding, he's been itching to buy an Italian diving watch. He has been making trips out to Tysons Galleria to try them on, the heft reassuringly solid on his wrist. It would set him back anywhere from $5,000 to $30,000.

The recession "made everyone sort of take a pause and think about how they spend their money, needs versus wants," Shirazi said. "However, I work all the time. . . . And if you work hard, you like to reward yourself in some capacity."