feeling this. in canton, the effect of the oil companies has been noticed by this storeorn -- store owner. >> people will come in to get a gift for somebody. but they won't buy the extra earrings for someone else. >> reporter: her store has been open for 12 years. they're really nice gifts, sure. but what is in here is not a necessity, like gas and food. >> people are coming in. but they're bringing in their coupons from our newsletter. people are trying to save money because everything seems to be going up and up and up. >> reporter: as high as these may be, they're still not as high as the all-time high. >> unfortunately, we're close to the all-time high, which was reached in maryland, back in the summer of 2008, which was $4 pnltd 05 a -- $4.05 a gallon. >> reporter: his customers tell him gas gas comes first. >> they have less money to spend on extra to make themselves feel better. it's the bottom line. >> reporter: he, too, is buying