Evaluating the most recent consumer spending data and forecasts, the experts at Marketing Charts warn that the average holiday shopper is only planning on spending $737.95 on gift items for friends and family members. This marks a two-percent decrease when compared to last year’s spending. If you are going to get a lion’s share of these consumer dollars, you need to get point of purchase signs. In Fort Worth, where the retail competition is fierce, you cannot afford to rely on the same old signage that you had last year. In fact, doing so again this year might cost you dearly. Time for those famous (but worth it) Black Friday and Cyber Monday signs!