The latest survey from The National Retail Federation revealed bargains, discounts and coupons will be the key factor in shopping decisions.

Sixty-five percent of those surveyed said the economy will affect their holiday plans, 55 percent will look for sales more often, 11 percent also said they will get their gifts and holiday items at thrift stores.

The NRF also says if you have the money to buy gifts, buy them now.

"Shop early," Kathy Grannis, an NRF spokeswoman, said. "Because retailers are doing everything they possibly can to cultivate and create a relationship, to bring shoppers back into their stores with great prices. If you're in the market for digital camera or a cashmere sweater or even a new couch, there are sales out there specifically created to bring people into the stores and there really is a good chance that merchandise won't be around in a couple of weeks."

Experts say stores had too much merchandise last year, so now they're limiting inventory.

That still means the consumers win.

"It's a little more consumer-friendly," Mac Clouse, University of Denver Professor of Finance, said. "Retailers may be willing to take a little less profit margin to get the items moving."

The national retail folks say the tactic will work, predicting a 1 percent holiday sales decline compared to 3.4 percent last year.

Cherry Creek shoppers who talked to 9NEWS aren't swayed by the sales. Some are opting for a $10 gift exchange, at least for adults.

"Money is kind of tight," Alicia Maynard, said, "and when you have a family of about 20-some people, it gets pretty expensive."

Some are choosing not to fall for what they think is a gimmick.

"If you shop earlier, you're gonna spend more too and I think that's what they want you to do," shopper Michelle Libonati said.

In case you are waiting for black Friday, the NRF says there will be deals then as well.