Still others believe that consumers are merely trading up from the dollar stores. But that's also not the case, with all of the dollar stores also reporting great numbers. So what's really going on? Cramer said it's simple: Consumers are feeling richer now that their homes aren't losing money and their 401(k)s are starting to recover. The wealth effect, he said, changes the game for everyone and is too compelling to ignore. --Written by Scott Rutt in Washington, D.C. To contact the writer of this article, click here: Scott Rutt. To follow the writer on Twitter, go to http://twitter.com/scottrutt. To submit a news tip, send an email to: email@example.com. To watch replays of Cramer's video segments, visit the Mad Money page on CNBC.