6. Public Universities

The recession may be hurting public colleges' budgets, but it's boosting their appeal to students. The Connecticut State University System expects an 11 percent rise in applications this year, while Oregon State University's applications have grown by 12 percent. And in a record-breaking year at the University of Texas, numbers are up 6 percent.

7. Chocolate

Hershey's, the largest North American chocolate manufacturer, increased earnings¹ by 51.4 percent in the fourth quarter.

That's partly because of cost cutting and ad campaigns, but it helped that sales rose 2.6 percent. Overall, sinful sweets seem to be faring well in the recession.

The British Cadbury company, which sells both chocolate and goodies like Trident gum, found its annual profits up 30 percent in 2008. And market research firm Mintel predicts that the chocolate market will keep growing throughout the recession.

Analysts² say that, like the oft-quoted "lipstick³ index," rising chocolate sales show that when Americans are cutting their spending elsewhere, they feel more entitled to small indulgences.

8. McDonald's

Waistlines won't thin along with wallets if sales figures at the nation's biggest fast-food chain are any indication.

McDonald's same-store sales in the United States rose 6.8 percent in February 2009. But not all cheap eats have prospered⁴. Sales at the pricier Arby's dropped by 8.5 percent in the fourth quarter, slamming the Wendy's/Arby's Group with a $393.2 million loss.

Pizza chains also have been hit, with same-store sales falling 3 percent in the fourth quarter at Domino's and 1 percent at Pizza Hut.

9. Career Development Websites

Traffic to job sites increased 20 percent in January 2009 from the year before, according to Nielsen Online. That was driven not only by the unemployed⁵ but by people who still had jobs.

People are seeking out information in more old-fashioned ways, too. Borders says its sales of career guides are up from last year.

10. At-Home Coffee Brews⁶

The economy must be bad when even Starbucks, purveyor⁷ of $4 lattes, introduces its first value menu. But while the powerhouse's profits fell 69 percent in the fourth quarter of last year, revenue at Vermont's Green Mountain Coffee Roasters climbed 56 percent.

And retailers⁸ have been selling Mr. Coffee's coffee makers⁹ faster than the company can ship them, says Matt Ragland, vice¹⁰ president of marketing¹¹, with sales of coffee makers and accessories rising almost 5 percent from last year.

6、公立大学

经济危机可能危及到了美国公立大学的预算开支，但却增加了这些大学对学生的吸引力。康涅狄格州立大学系统今年的申请学生人数预计将增加11%，俄勒冈州立大学的申请人数增加了12%，得克萨斯州立大学的申请人数也创下纪录，增幅为6%。

7、巧克力

北美最大的巧克力生产商Hershey's去年第四季度的收益增长了51.4%。

这可能跟削减成本和广告宣传有关，但其中仅有2.6%的增长源于这两项。总体而言，被视为“罪过”的甜食在经济衰退时期似乎光景不错。

以销售巧克力及Trident口香糖等甜食为主的英国Cadbury公司去年的利润增长了30%。据Mintel市场调查公司预测，巧克力市场在经济衰退时期将持续升温。

分析人士称，就像常常提到的“口红效应”，巧克力销量的不断上升表明当人们削减其它开支时，会觉得更有理由小小地奢侈一下。

8、麦当劳

如果美国最大的快餐连锁店“麦当劳”的销量增加，那么美国人的腰围就不会像钱包一样瘪下去。

麦当劳在美国的同店销售量今年2月增长6.8%。但并不是所有的廉价食品生意都很兴隆。价格稍高点的Arby's连锁店的销量去年第四季度下降8.5%，给Wendy's/Arby's集团造成3.932亿美元的损失。

比萨连锁店也受到了冲击，达美乐皮萨去年第四季度的同店销售量下降3%，必胜客的销售量下降1%。

9、职业规划网站

据“尼尔森在线”调查显示，招聘网站今年1月份的访问量比去年同期增长了20%。这其中做出贡献的不仅有失业者，还包括现在有工作的人。

如今人们也在用一些老办法来获取信息。Borders图书连锁店称该店职业发展指导手册的销量较去年有所增加。

10、家庭自制咖啡

连一杯拿铁卖4美元的星巴克都推出了超值菜单，经济不景气程度可想而知。去年第四季度星巴克的利润大跌69%，但佛蒙特绿山咖啡烘焙公司的收益却上涨了56%。

据“咖啡先生”市场销售副总监马特•拉格兰德介绍，该公司咖啡机的销售速度比上货速度还快。该公司的咖啡制作工具和其它相关产品的销量比去年同期增长了近5%。

Vocabulary:

same-store sales:同店销售量

purveryor:承办商