The holidays have ended, and the real sales have begun. Those choosing to sacrifice sentimentality for savings found retailers only too willing to help, as prices were slashed in the wake of the Christmas rush. Recipients of gift cards stand to see their purchasing power extended, as well, now that redemption time has arrived, and retailers are looking to squeeze in any extra sales they can to pump up their top lines before the books close on the fiscal year, which, for many, comes at the end of January.

Toys "R" Us has offered a deal on Nintendo (NTDOY) Wii games, with the second coming at half price, and Target (TGT) is nearly halving the price of wine glasses and dropping the tag on an argyle women's sweater by nearly a third. Walmart (WMT), which kicked off its cuts at the end of September, is throwing a $50 gift card on top of any Microsoft (MSFT) Xbox 360 buy.

For retailers, it doesn't get bigger than the holiday season, but even a raving success may not be enough to push an uneasy economy on the road to recovery. Basically, the retail sector has to do well to keep people from worrying more, but we'll all have to wait a while for some economic bliss. According to an MSNBC report, gift sales aren't as powerful as many believe.

So, here are five reasons why a great visit from Santa won't be enough to kick-start the economy:

Anxious to grab every last dollar they can out of holiday shoppers, retailers are pulling out all the stops. Especially given the snowstorm on the East Coast last week, they have to make up some ground, and time is running out. They lost the Saturday before Christmas, one of the busiest shopping days of the year -- and a favorite of people like me who wait until the last minute.

"Super Saturday," as it's called, was off close to 13% compared to last year, says research firm ShopperTrak. Only $6.9 billion came in, off $1 billion-year-over-year. And, let's not forget that 2008 was a drag. Its $7.9 billion performance was down from $8.7 billion in 2007.

Here, in Cincinnati, we have about an inch of snow on the ground this morning. However, the East Coast is getting hammered and officials have advised residents to stay inside. With 20 inches of snow falling from the sky and piling up, not only are residents of the East Coast feeling the pinch, but it is possible retailers do as well. If denizens of the coast pay attention to the warnings, it could put a major crimp in last-minute Christmas shopping.

Retailer Target (TGT) has announced that it will open an hour earlier and remain open until midnight in Virginia, Maryland, D.C., New Jersey, Delaware, and Connecticut (along with some stores in Pennsylvania, New York, and Massachusetts) beginning today through Wednesday. The retailer announced this plan in order to give its patrons "more opportunity to make all their holiday purchases."

It wouldn't reveal the number, but Amazon (AMZN) did announce that it realized record sales for its Kindle e-reader this month. And, there's still the rest of the month to go, including the run-up to Christmas. Just as the battle for e-reader market share began to flare up, it already seems to be over.

This year, Sony (SNE) released a new e-reader, and Barnes & Noble (BKS) entered the market with its Nook device. Both posted early successes, which quickly became problems. The two companies sold out of inventory and won't be able to ship new orders until the new year.

A retail survey released this morning showed that last week's chain-store sales increased 2.6% compared to the same week last year. However, the survey, from the International Council of Shopping Centers (ICSC) and Goldman Sachs, also showed that consumer activity dropped 1.3% from the week earlier.

ICSC chief economist Michael Niemera stated, "The now annual post-Thanksgiving week lull in consumer holiday-gift buying once again showed up as consumers continued to be well behind on their holiday-gift buying completion pace."

All things considered, the holiday shopping season is off to a decent start. Here's why:

Retail sales on Black Friday rose 0.5% to $10.66 billion, according to preliminary figures released by ShopperTrak, a research firm that tracks more than 50,000 outlets, the Associated Press reported.

In normal times, a 0.5% sales rise would be horrible, but in a U.S. economy weighed down by a 10.2% unemployment rate, 7.6 million lay-offs, and gasoline prices trending toward $3 per gallon, any sales increase is a moral victory.

Online retail sales are expected to increase 3% to $28.8 billion for this year's holiday season. The analysts at comScore include traditional retailers, like Macy's (M) in this estimate, but don't count auction sites like eBay (EBAY), travel or corporate sales. The estimate compares favorably against the National Retail Federation's forecast of a 1% year-over-year drop for all retail sales and exceeds the industry's most aggressive holiday season sales estimates of 2%.

Last year, online retail sales fell 3% for the holiday season, the first decline since the industry started keeping score in 2001. Even if we don't hit the 3% growth level this year, 2009 is still expected to be better than 2008, now that the economy has stabilized (at least relative to last year).

If consumers try a little harder this year, the holiday season has a shot of hiding memories of last year's nightmare for retailers. The retailers are doing their part, with Walmart (WMT), Gap (GPS), RadioShack (RSH), Walgreens (WAG) and many others opening their doors Thanksgiving Day, giving shoppers the opportunity to start their spending early. There's a chance that consumers will spend a bit more this year to thank each other for keeping their belts so tight for so long.

Forecasts of the season's ultimate result remain difficult to pin down. Some expect a year-over-year decline of 3%, and predictions range to an increase of 2%. Credit is harder to come by, and unemployment remains over 10% and at a 26-year high. But, the pressures on spending are offset by pent-up emotion and a stabilizing financial environment -- even if it isn't getting better yet, it doesn't seem to be getting worse.

Retailers expect a strong turnout on Black Friday this year, but they are careful to explain that it doesn't guarantee a winning holiday shopping season.

Consumers are being lured by good deals and special promotions, and Black Friday specials have been leaked earlier than usual this year in the hopes of generating some buzz. The retail sector needs it. Last year's holiday season was the worst in decades, thanks to the financial crisis. This year, the survivors will benefit from fewer competitors chasing the same consumer dollars.

Take the Nook off your Christmas list. The new e-reader from Barnes & Noble (BKS) has already sold out, and more won't be available until after the holiday has passed. The next batch will be available, at best, by January 4, 2010.

In a statement, the company said, "While we increased production based on the high consumer interest, we've sold out of our initial Nook allotment available for delivery before the holidays." If you still want to give the device as a holiday gift, Barnes & Noble will give you a gift certificate to tide the recipient over until the device itself comes around.

The price at the cash register ticked higher in October, though it was driven by the cost at the pump and on the lot.

Energy prices and new car sales (the highest in 28 years) pushed consumer prices upward in October, they're still cheaper than they were a year earlier. The Labor Department reports that consumer prices edged up 0.3% last month, a tad higher than the 0.2% anticipated. Take food and energy out of the equation, and inflation rose 0.2%, again ahead of the 0.1% that analysts expected.

Every day, it's becoming clearer that e-readers will be the hot holiday gifts of 2009. Amazon (AMZN) is obviously in the game with its Kindle, with which it took an early lead in the industry. Barnes & Noble (BKS) has made a play with its new Nook reader, applying some pressure to what was once a wide open space.

Even though we're still short of Black Friday, the weeding process has begun. Sony (SNE), which is also in the e-reader market, has revealed that it makes no guarantees about delivery by Christmas.

No, don't expect to see windmills and solar panels -- consumers are leaning toward a different kind of green this holiday season: cash. Rather than hit their credit cards, shoppers will only be spending money they have (and can see and touch). Seventy-one percent of consumers are looking to cash and debit cards as their primary form of payment for holiday shopping this year, which the National Retail Foundation pegs as the highest level since 2005.

This could be a problem for the retailers.

Sure, you'd think that the merchant fees on credit cards make cash more attractive to the sellers. But, Ellen Davis, a spokesperson for the NRF, says that most retailers have found they can talk credit card buyers into up-sells more easily. That leads to a bigger basket size and more revenue. Done successfully, it should comfortably absorb the impact of merchant fees. James Roberts, a marketing professor at Baylor University, adds that using plastic makes consumers more likely to buy at all, let alone more.

What's on your Christmas wish list? If the National Retail Federation is right, gift cards are probably holding a respectable place toward the top of the list. These little pieces of plastic are requested most this time of year, and they have the added perk of allowing people to get what they want instead of money wasted on presents that sucks. This trend may give retailers a hand this year, as they'll be able to keep their inventories down.

If shoppers are slow with the cash, retailers won't have to resort to just slashing prices as they had to last year to move product out the door. When the stuff on the shelves is cheap, gift cards aren't as attractive because there's a deal to be had! This year, if inventories are kept down, gift cards are more likely to move.