How long will consumers delay purchasing? Until the day we die? We can’t wait forever. Time is our most precious commodity. To put it another way: i can’t wait until tomorrow to buy my food. I need to eat today. The same reasoning applies to lots of other things: I need a place to live today. I need clothes today. I need transportation today. Etc. Even frivolous things: I want entertainment today. The alternative would be to make frivolous purchases … when? Never?