The season most notorious for giving is among us.

The holidays are synonymous with shopping, wrapping and giving. With Thanksgiving two days away, the biggest shopping day of the year, dubbed “Black Friday” by retailers, looms like an unfortunate destiny.

Holiday cheer takes a backseat to nation-wide savings on this day. People wake up as early as 3 a.m. to try their luck at door-buster sales. And consumers, hit hard by the struggling economy, are still expected to provide holiday cheer on a limited budget.

The American Research Group conducted a poll that showed overall average spending is down almost 50 percent this holiday season from 2007. Still, according to a Nov. 23 article published by Reuters, retailers collect about 10 percent of their holiday sales on the three-day weekend following Thanksgiving.

With people spending roughly half of the money this year that they did last year, “Black Friday” promotional sales will be more competitive than ever, as most every shopper is looking to save a buck.

Sales can be problematic. On one hand, shoppers can enjoy slashed prices and great bargains on gifts for their loved ones. On the other hand, people battling for cheaper-than-usual merchandise are fueled by the need to succeed.

“Black Friday” sales may be worth the hassle only if you plan on spending a lot of money. If you don’t have a lot of money to spend on normally priced high-end products, you probably can’t afford on-sale, high-end products.

College students who may really be running short on cash should explore other gift-giving options. Homemade gifts are always a great alternative to expensive gadgets and trinkets.

Don’t let the crumbling economy dampen your spirits for the holiday season, and don’t be forced into competing during a weekend sale. Just because you don’t have a bulging wallet doesn’t mean you can’t give a gift of substance come the holidays.

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