In these tough economic times, many of us are making some tough choices. But how far would you go? Would you, for instance, switch to a cheaper brand of toilet paper?

Before you answer, let me run the numbers for you.

When it comes to toilet paper, what's most important to you, price or softness?

People do consider the price, but it seems there's another bottom line that really counts when it comes to toilet paper.

That's why toilet paper manufacturers brag about their softness. Who wouldn't want "cushiony comfort?"

For its May issue, Consumer Reports tested toilet paper for both softness and strength, then factored in the price.

The editors said some of the best were also among the priciest, but there were also a couple that were nearly as strong just about as soft for roughly half the money.

Consumer Reports recommends Quilted Northern Ultra Plush. It topped the list for strength and softness. And it costs around 29 cents per 100 sheets.

Cottonelle Ultra also scored well, but at 37 cents per 100 sheets, it was the most expensive brand tested.

Scott 1000 at 6 cents per 100 sheets delivered the most sheets for the lowest price, but its sheets were thinner than most other brands.

The magazine named two brands as "CR Best Buys" -- Kirkland Signature sold at Costco and White Cloud sold at Wal-Mart. Both scored very good or better for softness and disintegration.

A few TP tips to pass along: Consumer Reports says more plies doesn't always mean strong. And if you can, buy in bulk. The editors sa buying rolls in a 12-pack bundle instead of buying them individually can save you roughly 20 cents per roll.

More information:

Consumer Reports: Toilet Paper Tests


Consumer Reports figures if you switch from one of the high-priced brands to White Cloud or Kirkland Signature, a family of three could save $130 per year.

Finally, what about toilet paper made from recycled paper? Consumer Reports found them to be so-so for strength and softness. But they are bargain-priced, so you can save some green and help the planet at the same time.