READY, SET SHOP!

The time between Halloween and Christmas seems to grow shorter every year: The ghouls and goblins barely make it through All Hallows Eve before they're pushed aside by the shiny ornaments and snowflakes of the Christmas season.

This year retail stores like Country Casuals began plugging the holiday season earlier than ever, advertising promotions in an effort to draw attention away from negative economic news during a crucial sales period.

The store recently wrapped up a two-day bag sale during which everything shoppers could fit into their shopping bag was marked down 20 percent. And starting in December, it has planned additional promotions, according to merchandise manager Robin Gelfer Pierce.

The locally owned store, which has been open since 1967, even has begun e-mailing customers - something it has never done before - to remind them about the services available to them as they begin their Christmas shopping.

"Christmas is still going to happen and people still need gifts," Pierce said. "They'll be shopping; maybe they just won't be spending as much."

Today, with the holiday shopping season's ceremonial start, known as Black Friday, retailers are opening

their doors earlier than ever and rolling out a greater number of promotions to lure shoppers.

Retailers are bracing for a difficult holiday season as wary shoppers consider a host of economic ills - rising unemployment, tightening credit options, house-price depreciation and shrinking retirement funds - before opening their wallets.

In addition to daily news reports that paint an ever-grimmer picture of the economy, retailers must contend with e-mails circulating that purchases, especially of gift cards from national retail chains, may be worthless come Jan. 1.

The Washington, D.C.-based National Retail Federation reports that up to 128 million people are expected to shop today and over the weekend, down from 135 million people a year ago.

The research conducted by BIGresearch also found that 79 million would be shoppers waiting to see the weekend deals before making any decisions.

Deloitte's 23rd annual holiday spending survey reports that Texans plan to spend substantially less over the holidays than last year.

Respondents said they plan to spend $1,252 this year, down from more than the $1,900 they predicted they'd spend last year, and less than the $1,336 U.S. shoppers said they expect to spend.

Some retailers who fail to catch the holiday crowds hope to make up for it on Cyber Monday, widely considered the start of the online holiday shopping season.

According to an eHoliday Survey, 83.7 percent of retailers will have a special Cyber Monday promotion, up from 72.2 percent last year.

The promotional answering service at Sunrise Mall beckons shoppers to treat themselves to a bit of retail therapy. Marketing Director Veronica Baca-Martinez said the mall is doing its part to promote its retail outlets.

In collaboration with the Brownsville Chamber of Commerce and Visitor's Bureau, the mall has placed two billboards on the highway connecting Monterrey and Reynosa, and launched a television, radio and newspaper advertising campaign.

When the mall opens at 7 a.m. Friday, the first 300 visitors will be given a shopping survival kit with samples and coupons.

In addition to efforts by Baca-Martinez and the mall, several stores, including J.C. Penny, American Eagle and K.B Toys, are opening their doors to the public at 4 a.m., the earliest Baca-Martinez can recall in her six years at the mall.

Mall management has been pushing coupons with discounts from Sunrise Mall retailers, a first for holiday shoppers.

"We've put on an aggressive plan so far," Baca-Martinez said. "We'll continue to be proactive through the holidays."