But there's no denying the changes wrought by the economic downturn: 65% of Affluents, for example, agree that "the definition of luxury today is not the same as it was five years ago." The desire for luxury experiences has not disappeared but has been redefined for a new era. The bar has been lowered in terms of what constitutes a luxury, and expressions of luxury have become smaller, more personal and intimate. Fully 92% of Affluents agree with the statement, "To me, small indulgences can be just as meaningful as purchasing a high-end luxury product." "Treats" are a growing subcategory -- more frequent, lower priced, less dramatic, but in many ways just as satisfying. Value continues to play a crucial role in today's conception of luxury, with 89% of Affluents saying that "when I decide to purchase a luxury item, I go out of my way to find the best price possible." In contrast, less than one in four say that "if a luxury product goes on sale, it lessens the perception of luxury."