One thing many of us don't have this holiday season are fat wallets.. and as recession weary shoppers hit local stores on black Friday.... many retailers are preparing for anything but a merry shopping season. 23 news economic reporter Kristin Burke tells us why one company isn't saying "bah humbug" in this down economy.

If there was ever a year which the economic Grinch might threaten Christmas ... This is the one.
" Especially in this region people have been hit really hard and have less resources."

While shoppers hold onto their wallets a bit tighter... Local on-line merchandiser Fat Wallet dot com doesn't expect the economic gloom to spoil its cheer. The Rockton company has already seen a 20 percent spike in traffic compared to last year.

Yesterday we had 276 thousand unique visitors that's up considerably."

Fat Wallet has 2400 retailers on its site ... Shelton says 70 percent of the retailers are offering better bargains than in previous years .. on everything from electronics to diamond earrings hoping to woo cost conscious consumers.

"People might hold off on buying Christmas decorations to afford that deal. There are going to be deep discounts this year .. and this could be a temptation to spend more money."

"With consumers in a frugal mood this holiday season... Fat Wallet expects shoppers to compare more before they click."

"They may visit 4 or 5 sites versus 2-3 in the past and then wait a week or so to see if a better deal pops up."

Shelton adds the biggest change might not be in spending... But buyer's behavior.. as need prevails over greed.

" they are going to buy things like computers that they need in their everyday lives to advance themselves."

And doing this by making every dollar count more than ever.

In Rockton Kristin Burke 23 News Right Now

Fat Wallet has been able to weather the economic storm without laying off any of its workforce.