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Throughout the recession, wealthier households "traded down" and started to shop at Wal-Mart for the first time. As a result, the world's largest retailer saw its market share in general merchandise rise as the economy went south. Wal-Mart's stock jumped 20% in 2008, but this year its shares are down about 8%, as investors anticipate a recovery that could get shoppers -- especially the company's new upscale clientele -- thinking about more than everyday low prices.

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