It's simple; people spend money when they feel like they have money.
Spend four decades lauding billionaires and suddenly folks realize that the 'first class' items they can afford are mere trinkets, so why bother? If the King has a golden coach with ten horses, why bother getting a fine horse of your own? That old mule is cheaper and goes as fast.
If it costs $20.00 to eat at McDonald's I'll just buy a steak and cook it myself.