According to the National Retail Federation, this year consumers will continue the trend from 2008-2009 of shopping with practicality and usefulness in mind. Due to changes in the economy, as well as a tightening on income and budget for middle class families, the ideas about holiday gift giving have altered dramatically. That ridiculously overpriced toy or those overindulgent diamond stud earrings are no longer topping Christmas lists. Today, needs like school clothes, watches, small appliances, and gas gift certificates are being exchanged in homes.

If you are not already selling an item that could be considered a necessity, all hope is not lost. The best way to prepare for this shift in attitude is all in how you market the items. Focus on key positives that matter to penny-pinching consumers like value, usability, and lifespan.

For more on this topic, check out #7 of the NRF Top 10 Holiday Trends for 2011.
The full list is available here:
http://blog.nrf.com/2011/11/01/top-ten-holiday-trends-for-2011/