It's beginning to feel a lot like ....panic.

I know everyone in retail makes most of their money in Q4. I understand how important a good holiday season is to these companies - especially after what has surely been the worst year in recent memory. My only question is does the deeply distressed 2009 consumer think their hard earned, saved or borrowed holiday dollars are best spent on bundles of mass produced hard goods?

Best Buy is already singing a TV spot telling me I NEED three computers - three - not just one good one given I might not get anything else of that magnitude this season. Wal-mart is squeezing all profit out of a 40" flat screen so I'll spend $500 at a time when I really don't want to. I'm certain these offers are really based on a simple calculation - every consumer has some fixed quantity to spend this year - not the usual flexible pot. If the big guys can get those dollars first they win and everyone else in retail loses. The dollars will be spent.

The funny thing is if there were ever a season for home made cards and gifts this is it. I can't tell who I'm rooting for here. It's good for the market if the big guys win. It's good for the country. But I hate the thought process and the lack of imagination.

Note to my loved ones. Simple things you really care about need only apply.