OTTUMWA, IOWA -- Heartland consumers are developing new Christmas shopping routines because of the uncertain economy.

Ottumwa residents David and Pontip Carnes know better than anyone that times are tough. The couple depends on a strong retail economy to make a living.

Both run their own businesses at the Quincy Place Mall in Ottumwa.

One sells calendars and games and the other makes specialty items like hand-painted wooden signs and jewelry.

Both agree that the economy is taking a toll on their businesses.

"People are definitely cutting back and they're being very frugal about what they spend and how much they spend," David Carnes said.

"We can tell that sales have dropped a little bit," Pontip Carnes said.

Many are noticing, however, that these tough financial times are producing a new shopping trend.

"[They're looking for] something more personal, something more comforting, something more family oriented," Pontip Carnes said.

"People are always looking for new games. That's a family-type get together type of situation," David Carnes said.

Everyone seems to agree that people are spending less this holiday season, but many store managers like Tonya Findley at the mall's Hallmark store says people are spending more time picking out the perfect gift.

"They’re thinking about their gift giving needs way in advance to find again that one special gift," Findley said.

"I think because of the tough times, I think that tough times bring people real close together," Pontip Carnes said.

For many, smaller more specialized gifts will be common under the tree this year.

This year the old saying, “it’s the thought that counts,” rings more true than ever before.