Charting recent consumer activity, data suggests that the start of the holiday shopping season was not as merry as last as shopping trips were off 3.4% when compared with the same 4 week period last year. Many discretionary categories which typically rely on holiday gifting, such as mens and women’s fragrances and ethnic health and beauty aids are in for another tough year.

While beleaguered shoppers will be looking for ways to make the season bright, retailers can do their part by bringing some much needed holiday cheer to the shopping experience.