Per Stormin Mormon:

My Mom used to tell me about "depression babies".
These are the people born right after TGD, and
still are greatly affected by it. Might be the
case with the 80 y.o. shoppers.

Also, there are people who were simply raised to be thrifty - regardless
of how much money they have at hand.... sort of the opposite of nouveau
riche behavior.
--
Pete Cresswell