Santa hasn't even been tugged down Central Park West yet, and Wal-Mart (WMT) is already slashing its prices. The market among major retailers is intensifying, with many offering products as loss leaders in order to entice customers into the store (physical or otherwise) and boost their basket sizes. Along with Target (TGT) and Amazon (AMZN), Walmart is slashing DVD prices, the same tactic it's using with books.

Retailers are rushing to undercut each other this year, which is causing prices to spiral down quickly. When Walmart announced reduced prices on several titles to $10, Amazon followed at $9.99, with Walmart stepping back in at $9.98.

There's a chill in the air and a slight up-tick in confidence. Holiday discounts are coming a bit earlier, too. For retailers, this has been a great combination, leading to the second consecutive month in which retail sales increased.

This follows more than a year of drops. Consumers aren't going crazy, but they are loosening their wallets a little bit. Consumer spending accounts for 70% of the U.S. economy, and the coming holiday season is where the action is -- for the retail sector and, consequently, for everyone else.

Once upon a time, retailers measured success by the number of people walking by in the mall, how many entered the store, the percentage they spent, and basket size. Now, a world of zeroes and ones has changed their perspective entirely. Social media is expected to be the star during the coming holiday season, with retailers pushing Facebook, YouTube, and Twitter content to get in front of consumers and affect either online or in-store purchases. Smaller Christmas budgets are expected, so the fight is on to garner as large a share as possible of a shrinking pie.

Of course, nobody would come out and say, "Social media is nonsense, and I'm not getting anything for my investment." So, when the likes of Starbucks (NASDAQ: SBUX), JCPenney (NYSE: JCP), and Target (NYSE: TGT) say that social media is connecting them with their customers and leading to more effective campaigns and product launches, do take it with a grain of salt. What can't be ignored, however, is that they're committing more resources to social media marketing, even though it's still far too soon to tell if it will be effective.

Small book retailers were buying in bulk from major online booksellers because they could really save some money. One was buying up to 70 copies of a particular title -- it was $5 less a pop from the big guys than it would have been from the publisher. Finally, however, the big retailers have become wise to the trend and taken action, according to the Wall Street Journal (subscription required).

Wal-Mart (NYSE: WMT), Amazon (NASDAQ: AMZN), and Target (NYSE: TGT) have decided to cap the number of books customers can buy online, a measure intended to prevent smaller competitors from treating them as partners. Walmart is limiting customers to two copies of a particular book, with Amazon placing the border at three and Target at five.

Toys R Us bought FAO Schwarz in May and is now ready to do something interesting with it.

It's a pretty bold move for a tough retail market. Toys R Us is opening FAO Schwarz boutiques in some of its stores. It's also relaunching the upscale toy seller's website, FAO.com. A year ago, this would have been suicide, but now, it might work out. With retailers in every sector fighting for an edge, this move may beef up the Toys R Us in-store experience, with the online play helping it reach higher-spending consumers that may not have access to an FAO brick-and-mortar spot.

We had a lot of big names trading up to new 52 week highs again today. The overall markets were pretty flat, with the DOW closing the day down 0.14%, the NASDAQ closing the day's trading up 0.04%, and the S&P ending the day a bit lower to finish today's trading down 0.28%.

Here are a few of the names that moved higher during the day to set new 52 week highs.

Consumers are finally spending more, with September posting the first gain in more than a year. The International Council of Shopping Centers and Goldman Sachs (NYSE: GS) found that retail sales inched 0.1% higher last month. It doesn't seem like much, but a gain when you anticipate a fall is good news magnified. But, it came at the expense of great deals and other tools to entice somewhat hesitant customers into stores.

Kohl's (NYSE: KSS) and Limited Brands (NYSE: LTD) reported sales increases in September for stores open more than a year. J.C. Penney (NYSE: JCP), Macy's (NYSE: M) and Target (NYSE: TGT) posted declines, but they were better than expected. Delayed school openings thanks to a late Labor Day helped push to September sales that might have occurred in August otherwise.

Of course, all eyes are on the coming holiday season. The National Retail Federation forecasts U.S. consumer spending of $437.6 billion – up only slightly from $433.7 billion four years ago. So, we still have a lot of ground to make up before we can celebrate a recovery. As long as the situation is staying steady, though, we'll at least have a solid starting point.

MasterCard Advisors (NYSE: MA) service SpendingPulse says luxury and electronics sales headed upward last month, in a pleasant deviation from what became the norm all too long ago. A few other product categories posted gains as well – showing stability, if not a recovery. But, at this stage of the game, we'll take what we can get, right?

Luxury sales, not including jewelry, gained 3.4% year-over-year – that's an increase of $891 million. Last September, luxury goods suffered a 9.4% decline. Yet, this category is still below its September 2005 level of $94 million. Jewelry sales gained 1.2% relative to last year, compared to a year-over-year decline of 5.8% a year ago. Compared to apparel sales, this is a profound turn. In September 2008, the clothing category was off 5.7%, and this September, it was down only 2.9%.

The new Neiman Marcus Christmas Book looks a bit different this year. Yes, it's still geared toward the typical Neiman clientele, but it reflects the fact that the usual customers may not be doing as well -- or spending as much -- this year as they did last year. The retailer is facing the fact that it will have to sell lower-priced items this Christmas, because that's what the public will have to buy (even the wealthy corner of the public).

Close to half the gifts listed in the 83rd edition of the Neiman Christmas catalog cost less than $250, and some of them are actually practical (though a bit pricey for most people). In the past, the number of gifts at this price-point would be in the 30% to 40% range.

Costco's (NASDAQ: COST) profits are off 6% for its fiscal fourth quarter. A stronger dollar and increased employee benefits costs are cited as the reasons. Nonetheless, the retailer did beat analyst expectations.

The company, which operates warehouse clubs, pulled in earnings of $374 million (85 cents per share) for the quarter ending August 30, 2009. While this is down from $398 million (90 cents per share) a year earlier, it was good enough to top the 77 cents per share that analysts polled by Thomson Reuters had forecast.

Layoff announcements hit their lowest level since March 2008 last month, signaling market stabilization. Global outplacement consulting firm Challenger, Gray & Christmas Inc. put the number of cuts at 66,404 for September, a 13% decline from July's 76,456. Year-over-year, the number of layoffs announced is down 30%, and September was the fourth month in a row in which job cuts fell relative to the same month a year earlier.

Planned job cuts reached 240,233 for the third quarter of 2009, according to Challenger, its lowest level since the first quarter of 2008, when there were 200,656 planned layoffs. For the third quarter of this year, job cuts fell 24.5% from the previous quarter's 318,165, and it's off 16.3% from 287,142 in the third quarter of 2009. At the beginning of 2009, the planned layoff rate reached a seven-year high of 578,510. Since then, the planned layoff rate fell 58.5%.

As we continue to question whether or not America is emerging from the recession, one indicator that a lot of people are paying attention to is consumer confidence. Unfortunately, consumer confidence fell unexpectedly this month, as more and more people are worried about their jobs.

According to the New York-based Conference Board, its consumer confidence index dipped to 53.1 in September, down from 54.5 in August.

The dip ends a three month streak, and is being blamed mostly on Americans concerns over job security. The drop raises concerns over any economic rebound, and comes at a bad time for retailers that are gearing up for the upcoming holiday season.

Abercrombie & Fitch (NYSE: ANF) announced on Thursday that its same-store sales plummeted 29% in August. These results were worse than the expected drop of 23.9%.

Sales in all of its divisions were worse than expected, with sales at the Abercrombie & Fitch flagship store plunging 26%. Sales dropped 32% at Hollister, 37% at Ruehl (which will close at the year's end), and 26% at the company's children's retail outlet.

This morning, Rochdale upgraded Wal-Mart (NYSE: WMT), raising the retail giant to Buy from Hold. The brokerage also upped its price target on the retailer to $65 per share from $55. Rochdale stated that the retailer has a "favorable blend of defensive qualities," including consumers trading down, the company's focus on low costs, cyclical upside from more discretionary general merchandise and international exposure.

Fundamentally, WMT is in a good position thanks to its combination of merchandise and price. However, the company's technical performance suggests that Rochdale may be a little late to the dance. On a weekly basis, WMT has set a descending pattern of lower highs dating back to late last year. This pattern suggests technical weakness, and we could see the pattern continue this week. If WMT can not capitalize on last week's momentum, the shares could confirm this pattern.

Home improvement retailer Lowe's Companies (NYSE: LOW) will be reporting its second quarter earnings before the market opens on Monday, and there are some positive indicators that it may have been a good quarter for the company.

Over the past year, weak consumer confidence has put a strain on Lowe's, as home owners who have worried about job security and a weak housing market have put off home repair projects. As a result, Lowe's stock fell as low as $13.00 back in March, but has rebounded nicely over the past few months to its current trading price of $22.71.