Nov. 23--They're trying everything.

Coupons. Rebates. Free shipping. Even handing out truffles.

Faced with what experts say could be the worst holiday shopping season in decades, the nation's biggest retailers are rolling out the red carpet for consumers, hoping to entice them with low prices, midnight openings on Black Friday, and a host of giveaways and free goodies.

"Retailers have had to work extra hard to get consumers' attention," said Kathy Grannis, spokeswoman for the National Retail Federation. "So far, they've done it through deep discounts and special promotions."

Local shops are getting into the act, too. In Haverhill, for instance, the annual holiday stroll expects to attract 5,000 potential consumers to the downtown area, where stores are offering specials of their own, said Jennifer Cantwell, program coordinator at the Haverhill, Mass., Chamber of Commerce.

Since the majority of small businesses can't match the discounts being offered by big-box stores and major retailers, some shop owners are attempting to lure customers with complimentary gift-wrapping and strong customer service, said Betsy Powers, owner of Culinary Concepts in downtown Andover, Mass.

"With the holidays coming, we're hoping people will support Main Street and not Wal-Mart," Powers said. "Most of the businesses are mom and pop."

The holiday retail season is taking on added urgency this year as consumers have shown they are worried about everything from gas prices to the health of their 401(k) accounts.

The downturn in consumer confidence has led to a dramatic decrease in profits at many of the biggest retailers on the planet, such as Target and Macy's. Some retailers, like Circuit City, have declared bankruptcy but still have local stores. Others, like Linens 'n Things, Sharper Image and Tweeter, for example, have declared bankruptcy and closed for good.

Let's make a deal

Macy's lost $44 million in the third quarter of this year compared to the third quarter last year, although the chain of 856 stores, including Bloomingdale's, is doing better than many of its competitors.

"It's a very tough environment," said Jim Sluzewski, a Macy's spokesman. "Customers are spending money carefully. Everyone's sales are down."

At Target, sales in August, September and October were off $114 million at its 1,865 stores, including 31 in Massachusetts and eight in New Hampshire.

"We were disappointed with the (third quarter) results," said Hadley Barrows, a Target spokeswoman.