That wasn't the case for Babyland in Savoy. The general manager says their sales were consistant with years past but that's ok for them.
"We keep our fingers crossed, we like to see a bump in the numbers obviously like anybody else," said Jason Stafford. He is the general manager at Babyland.
The holiday shopping season has come to a close and for many stores it wasn't bright.
"I think in the end, no one really saw that," said Stafford.
He's talking about an increase in sales.
"We were happy with it though, we kind of hit the numbers we were expecting," said Stafford.
That is thanks to many people buying gifts for the little ones in their life.
"We sell a lot more little things so our foot traffic is up during the holiday season. We sell a lot of books, toys," said Stafford.
Some of the hot items this year, Sophie the Giraffe and their collection of eco-friendly toys.
"We've definitely seen a shift where people are kind of coming back to buy fewer items but higher quality versions. People are wanting to make sure items are going to last when they're putting the money out there for it," said Stafford.
Stafford says that is what keeps people coming back to his store and his holiday sales afloat.
"It wasn't up from last year but it wasn't down either so it kinda held tight so we'll take that, economy being what it is these days," said Stafford.
November and December account for up to 40% of annual sales for many retailers but for Babyland, they expect an increase coming in the next two months. January and February are when people usually come in with their holiday cash to buy bigger items, like furniture.