Derek Arbour, general studies senior, and his friends plan on making gifts, such as paintings and customized T-shirts, for each other this holiday season to save money in the shaky economy. Although the infamous Black Friday and the holiday shopping season are weeks away, many retailers are already rolling out the bargains. Retailers waited until the end of November in years past to break out the deals, said James Richardson, Public Administration Institute director and economist. But retailers already started major sales efforts and marketing techniques this year, which include price cuts and bargains. Some surveys show spending will be down this season, but Richardson said no one — including retailers — knows what to expect. “Some people may wait and see if prices get even lower closer to shopping season — others will buy now before its ‘too late,'” he said. “It’s a game we’re playing with each other.”Richardson said the local market — though still flat — is better than other cities, but it’s doubtful it will see a growth during the holiday season. The holiday season marks the busiest time for retailers, which means companies will be fighting to find a way to boost sales, Richardson said. Many businesses start their holiday promotions early — some as early as late October — but Dan Rice, marketing professor, said it’s all part of the strategy.”The reason you see it starting earlier is because of the traditional Black Friday sales,” he said. “Black Friday puts people into the shopping mentality and gets the season started. After finding deals early on, people are ready to shop to find more, which works in the retailer’s favor.”Corey Dorsa, accounting junior, said he plans to spend less on holiday shopping than in previous years because his budget has gotten tighter. He said he is forced to work fewer hours at his job compared to last year.”It’s a direct effect of the economy,” he said. “Less people are willing to buy our product, meaning there is less work available for us to do.” Rice said this year’s shopping season will consist of value-based sales with retailers like Walmart and Target being the go-to outlets.Some stores — like higher-end retailers — will still have higher prices than others, but Rice said he predicts most retailers across the board will cut prices to increase sales.”If you look at companies that have done proportionately better this year, Walmart gained share because of lower prices,” he said.On Oct. 21, Walmart announced the start of its holiday marketing strategy, which involves weekly price cuts through the holiday season.”We will be announcing weekly price cuts on thousands of items, starting with groceries and moving on to larger purchases, that will last through the shopping season,” said Ashley Hardie, Walmart spokesperson.Rice said Walmart’s strategy is aiming to bring customers in and get them to spend more because of lower prices. But he said Walmart is always associated with lower prices, which questions whether the strategy will work exactly as planned.—-Contact Steven Powell  at [email protected]