A discount store is a retail store which sells products at prices lower than the typical market value. A "full-line discount store" or "mass merchandiser" may offer a wide assortment of goods with a focus on price rather than service, display, or wide choice - such as Aldi and  Lidl; a "speciality", "single line", or "category killer" discount store may specialize in specific merchandise such as jewelry, electronic equipment, or electrical appliances, relying on bulk purchase and efficient distribution to keep down cost - such as Toys "R" Us and Staples. Discount stores are not variety stores, which sell goods at a single price-point or multiples thereof (£1, $2, etc.). Discount stores differ from variety stores in that they sell many name-brand products, and because of the wide price range of the items offered. Following World War II, a number of retail establishments in the U.S. began to pursue a high-volume, low-profit-margin strategy designed to attract price-conscious consumers. This strategy has received renewed interest from retailers and customers alike stemming from the Great Recession that began in 2007 that forced buyers to revisit the approach to the products they wanted.