Half-price deals - and some below half price - were common in advertisements at the weekend, discounts which normally dominate Boxing Day.
However, Otago Chamber of Commerce chief executive John Christie encouraged people to spend sensibly.
Finding a "healthy balance" on what someone could afford to spend was important.
He believed those who felt they had less discretionary spending money had thought ahead for Christmas by purchasing earlier in the year and storing gifts.
Meanwhile, the economic downturn meant 2009 had been a "year of difference" for retailers.
"I think it's difficult times out there for retailing," Mr Christie said.
While sales were a common part of marketing, retailers were using them to "generate additional business" at this time of the year.
"I would expect this Christmas won't be as good as previous years and retailers may be adjusting some of their sales."
He did not expect the pre-Christmas sales to impact on Boxing Day bargains.
Retailers were still expected to use the traditional sale to clear excess stock for the new season.
"For people that can hold out, their dollar might go a little bit further [on December 26]."
New Zealand Retailers Association government relations consultant Barry Hellberg said consumers were more discerning and trading conditions were still tight.
However, signs pointed to a recovery.
A predicted 5% increase in retail turnover for December and large rebates, of a higher magnitude than traditionally seen before Christmas, created a positive climate for retailers and consumers, he said.
He believed the different approach to Christmas sales, where stores usually tried to sell as much as they could at the highest margin, was brought on both by a "revived interest" in shopping among consumers and attempts to get consumers into stores.
Hospitality Association of New Zealand Otago branch president Mark Scully had noticed a downturn in spending in the industry.
While people were still "getting out and about" they were not spending as much as they were 12 months ago.
Corporate work functions had also been pegged back as it had become more important to be seen as "fiscally responsible".
In previous years, bosses would buy a meal and open the bar for the night, but now Mr Scully noticed the meal would be paid for and only the first two drinks.
Others were moving away from on-licences entirely and opting for barbecues at a private residence.
"I think people have a reasonably cautious approach to their spending.
"I don't think we are over the recession yet."
