• Austin American-Statesman , Wednesday, December 24, 2008 10:30 AM

Retailers, meanwhile, are trying to stay in-step with consumers by highlighting prices and acknowledging that times are tough, reports Lilly Rockwell. L.L. Bean, for instance, which in past years focused on how durable its products were, has zeroed in on prices in its most recent holiday campaign.

Marshalls has developed television commercials that describe how it receives items in its store, usually from a manufacturer that needs to unload extra merchandise. One ad mentions the "crummy economy" in a voice-over. "We are really the best solution in this economy for shoppers who want low prices but don't want to sacrifice on quality," says a Marshalls spokeswoman.

Ad agency Door Number 3, which works with Hyatt Regency Hill Country Resort and Spa in San Antonio, is finding that even luxury retailers have to be price sensitive. But with lux brands, it's better to offer "added value" like a free round of golf or complimentary spa service without lowering the price, says Prentice Howe, a principal and creative director at the agency.

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