When a consumer is willing to invest a significant amount in certain products (trading up) but carefully monitors their spending on others (trading down), a specific phenomenon occurs. This effect, known as the “rocketing effect,” is more pronounced during periods of economic crisis. It is commonly referred to as “new luxury” and results in strategic purchasing choices, even among affluent consumers for whom luxury goods are normally accessible.

The idea that consumption habits are determined by income level or social class is no longer relevant. Thus, it is not uncommon to see someone who owns a luxury car frequent discount supermarkets or opt for a meal at a fast-food chain after a stay in a luxury hotel. This trend of mixing high-end experiences with more affordable options reflects a new and personalized approach to consumption.