Updated: Sun Nov. 08 2009 18:14:16

ctvbc.ca

Before some homes had removed their Halloween decorations, signs of Christmas were already arriving in shopping malls -- but some say the early push for holiday shopping may not be the best strategy.

At downtown Vancouver's Pacific Centre Mall, it's clear: Christmas marketing is upon us. Trees, lights and festive colours deck the halls and festive sales are already underway.

But though retailers generally depend on the holidays for most of their sales, one University of British Columbia marketing expert says the early push towards holiday shopping is killing the buzz.

"You're not really generating more revenue at the end," Tirtha Dhar of the Sauder School of Business said. "What it's doing at some level is create some Christmas fatigue."

Many business have never operated during such tough economic times, and aren't sure how to woo customers.

Over the past two years, many have bombarded patrons with sales and discounts -- but Dhar says people want more than just cheap prices.

"Wal-Mart's recent communication is not much to do with the gift on the shelves," Dhar said. "It's all about what you can save and what you can do with the savings, like travel and visiting family."

Instead of buying 10 presents, many people are looking for one present that will make a big difference in the recipients life.

Consumers are being more choosy, making it easier for independent stores to make a mark.

"It's a really great time for a small retailer to come out and say, okay, we have the value you are looking for. We will connect with you," Dhar said.

Going the extra mile may help retailers get back on their feet - and leaving Christmas shopping until December may bring a little excitement and mystery back to the holidays.

With a report from CTV British Columbia's Leah Hendry