Holiday shoppers are cutting back

Mom Larosa Whaley is teaching her daughter Kayla to be a smart holiday shopper.

“We’re going out and taking a peak on what’s out there and zoom in on Friday.”

With a sale catalog in hand, they’re dashing from store to store to check out the best Black Friday deals coming up at Citadel Mall.

“It’s a big madness at 4 am,” Kayla described.

While she and children everywhere are busy stacking their holiday wish lists, moms and dads say Santa will still come, but his load will be lighter this year with the economy cutting into Christmas cash.

“In my family we’re mainly shopping for the younger children in our family, nieces, nephews and so forth,” Larosa told News 2.

Stores are rolling out holiday sales extra early this year and shoppers say it’s going to take bigger and better deals than last year to make them buy.

“i always like half off and an additional 20 or 30 percent off but it just depends on how urgent I need the item,” said shopper Karen Crosby.

Store fronts are shining bright with silver deals and major mark-downs to entice shoppers, such as gift cards as rewards for shopping. Sears has quadrupled its amount of sale items to 677 and JC Penny is even offering wake-up calls on Black Friday to make sure customers don’t trade sleep for sales.

“I found some really good bargains. I think that will draw some people in,” Crosby added.

Those trimming this year’s shopping list say the economic cut back is helping them focus on family and the real reason for the season.

“Right now I’m excited about spending time in my kitchen and drawing all of my family in and so that excites me and my families even more so than what we’ll actually get,” said Crosby.

Time magazine says there are several stores that will reward you for shopping there.  Sears, Radio Shack and Staples are offering gift certificates when you trade in some items like laptops and cameras

Wal-mart announced Monday that it’s store will match the price of any competitor’s coupons for identical products.  Wal-mart will begin it’s sales online Thursday.