Since the government announced the current recession, many “experts” have speculated on how consumers will change their spending habits.

But here we have some marketing evidence that shows some of them to be just myths:

1. People are drinking at home instead of the pub

The latest sales figures, compiled by the British Beer & Pub Association, reveal that sales of beer in super¬markets and off-licences were down 11% compared with the same quarter in 2008.

It is thought that consumers are cutting back on drinking because of health concerns and because the scale of this recession is becoming more clear.

2. Women still buy lipstick as an affordable luxury

Research has revealed that only 3% of women said they had bought a lipstick to make themselves feel better during the current downtown.

The same research found that 60% of women are instead spending the same or more on foundations and ‘essential products’ such as shampoo and cleansers.

3. All charities will suffer

Last month’s London Marathon raised a record £22.4m for charities, according to donations website Justgiving.

And in March, Comic Relief also exceeded expectations by bringing in £57m on the night, an increase of £17m on the previous event in 2007.

4. Shoppers will abandon brands for own-label products

TNS figures show that brands’ value sales are growing faster than those of own-label goods; the former were up 7.3% on the same period last year compared with 6.6% for own-label.

5. People are opting to stay in instead of going out

Despite gloomy predictions on how cinema would suffer at the start of the downturn, the medium is flourishing.

In January, cinema admissions hit a five-year high - 14,504,588, up 7.7% year on year, according to the Cinema Advertising Association.