Macy's, which in 2006 announced plans to wean consumers fromfrequent sales, is not doing so now. Sales and promotions abound,and, according to published reports, the initial plan has beenpushed back until consumer spending begins to pick up.

When it comes to aggressive marketing, "retailers that havesharply defined who they are are way ahead of those that appeal tothe great masses," says Bill Bishop, chairman of Willard BishopLLC, a Barrington, IL-based retail research and consulting firm."When they have already differentiated themselves, they can usemarketing effectively to reinforce their strengths."

He cites the Wawa, PA-based Wawa convenience store chain as oneexample of a retailer that can benefit by ramping up its marketingnow, pointing out additional benefits, such as a savings of time.Trader Joe's also has an opportunity to build on its establishedvalue proposition, according to Bishop, who also mentions Aldi. TheGermany- based giant grocery chain known for deep discounts now hasabout 850 units in the US.