During the last decade the psychological need of representatives of many people were a desire of self – realization in the society through presentation of the stored goods which reflect their owner`s status. Two thirds of the power of economics works to create and deliver the assortment. But the moment when expenditures cannot be covered when freedom of choice does not match with the sense has come. The crisis has renewed understanding necessity of consequence of one’s expenditures and possibilities. The main anti crisis receipt is to learn to get necessary emotions not from the things we possess, but from another kind of consumption.