I think they've got to be aggressive and to make Martha more accessible. America has got to know that she's not the same Martha she was before.
Retailers have achieved their goal, discouraging a lot of returns.
It's like free money. If an item is $50 and you have a card for $35, then you get something for only $15. Psychology takes over.
The best way I can describe America is we're sleep-walking through Christmas.
The consumer is in a budget mind-set; it's become ingrained.