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December 15, 2012

Shoppers may soon find bigger discounts

NEW YORK — If shoppers don’t show up in stores soon, more “70 percent off” sale signs will.

After a promising start to the holiday shopping season over the four-day Thanksgiving weekend, sales have slowed, according to an analysis of data done for The Associated Press by sales tracker ShopperTrak. Worries about weak U.S. job growth and other concerns are likely to blame for Americans spending less.

That puts pressure on J.C. Penney, Macy’s and other stores, which had been offering fewer discounts this season than they did last year, to step up promotions to lure shoppers like Ron Antonette from Long Beach, Calif.

Antonette so far has spent about half of what he planned to spend during this holiday season on gifts such as Legos, a Wii U game console and Apple’s iPad Mini tablet computer for his two young children. Antonette stopped shopping after spending $1,000 over fears that Congress and the White House won’t reach a budget deal by January. A stalemate would trigger tax increases and spending cuts known as the “fiscal cliff.”

“I basically stopped moving forward in buying,” said Antonette, 44, who runs a small public relations business and worries that he might not be able to take mortgage deductions on his house next year. “I feel like we’re in financial limbo.”

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