Today's pregnant women are out and about, in the work force, in the gym - everywhere they were before they became maternity shoppers. They may be pregnant, but they are not sitting home and hiding.
Best Buy is the new Home Depot. In the '90s, I went to Home Depot once a week looking for home improvements. Now I go to Best Buy every week looking for the latest gadgets.
It's really about back to basics, buying at chains like Home Depot and Lowe's. The mass merchants are reaping the benefits in a big way because it's one-stop shopping.
Imagine going into Kmart and buying a Sears Craftsman tool set, or buying Kmart's Martha Stewart home products at Sears. To Kmart shoppers, Lands' End may not mean anything, but now it will.