It's a critical one for retailers, and they are pulling out all the stops.

"Typically, this weekend has really turned into the biggest shopping time of the year. We expect Friday and Saturday to be tremendous shopping days," says Tom Bird, General Manager of the Charleston Town Center Mall.

With the economy still treading on thin ice, shoppers are waiting and watching for the expected big sales. And there will be sales, coupled with creative promotions.

"I've definitely always been one to buy stuff full price before, but now we wait for coupons and discounts and save all we can," says Kim Arthur of Charleston.

"I look for the better deals and don't buy things on impulse," says Sheila Kerekes of Poca.

West Virginia is staying close to National Retail Federation figures showing an estimated one-percent decrease in holiday sales.

But retailers remain optimistic because that survey also shows a record number of people have not started their Christmas shopping.

And that's largely due to concerns about job stability.

But then again, there are those who are oblivious to deadlines.

"I'm always a last-minute everything. So if I get it done, I get it done. If I don't, I'll wait until after Christmas," says Miranda Breedon of Charleston.

Retailers have promotions for those people, too.

According to one national research group, shoppers will spend an average of $417 for gifts this holiday season. That's down from $431 last year.