DynamicAction caught up with FORBES contributing editor, Nicole Leinbach-Reyhle, to lend expert insight specifically as to how consumers should navigate the over-hyped holiday sales and offering sound advice for small businesses vying for attention during this highly competitive season:

"Just because merchants are declaring early Black Friday deals does not mean shoppers have to buy them. But we know that consumers will react based on merchant trends, and the merchant trend right now is to promote the best savings early with a buzz leading up to Black Friday. Sarah Engel, Senior Vice President of Global Marketing for DynamicAction, says that shoppers should consider stepping back from all the hype and realize that the Black Friday madness has become much more focused on “I want” than “I want to give.”

To reduce the pressure on gift shopping and budget, Engel says, “shoppers should be thinking right now about the gift they truly want to give each friend or loved one. Then, keep an eye out over the next 8 weeks on the retailers that sell these specific products.” She recommends using retailer mobile apps, price tracking websites that will alert you when prices drop and basic research.

Expanding on this, Engel also points out the value of shopping at places they may not be promoting their sales the loudest – small businesses. Additionally, she also shares advice for these same businesses who don’t have the deep pockets that Amazon and other big box competitors have.

“Don’t underestimate the power of shoppers’ desire to shop local and shop with small businesses. Find creative and authentic ways to promote Small Business Saturday to help get both foot traffic and site traffic from shoppers who find it rewarding to give a unique gift that their friends and family won’t receive from anyone else,” shares Engel. Even as a small business, Engel also points out that “smaller businesses would be shocked at how many big box retailers aren’t able to connect their data across digital and store, or across marketing, inventory and returns. A smaller retailer should use its close understanding of the customer to determine what the unique shopper truly wants. Is it the free shipping and free returns that the major players are offering? Or is it personal assistance in finding the ideal gift and gorgeous gift wrapping? Maybe it is the ability to buy online and pick up in store, or access to a new product that is not available in other outlets. This deep understanding of their customer will allow smaller retailers to remain both competitive and profitable by offering only the promotions and perks their customers truly want; those they are willing to come back time and time again – credit card in hand – to have the holiday shopping experience they desire.”

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