What I really think is happening is people just don't have the income like they did in the past and we are one of the first expenses to cut. For example for lawn spraying, my average lawn size is around 8,000 sq ft. With six applications at $40 each + one grub ($80), they are saving $320 per year just by cutting the lawn spraying guy.
The sad thing is I can't blame thing either. Since I have noticed the decline with us we started to go through everything and cut too. I sent out emails to suppliers, insurance agents, subs, etc asking them of ways to cut expenses.