INDIANAPOLIS -- With the official start of the holiday shopping season just days away, some retailers are optimistic about the outlook this year, in spite of some dire predictions.

At the Target just off of Southport Road, bells were already ringing Sunday. Scott Fox, the store's executive team leader, said traffic has been brisk, 6News' Jennifer Carmack reported.

More: Holiday Gift Guide

Early sales have brought in shoppers to get a jump on their holiday buying, and that's making retailers happy after last year's 3.4 percent decline in sales.

"This year, there's still a drop forecast, but it's only about 1 percent," said Matt Will, a University of Indianapolis economics professor.

Will said retailers have prepared themselves for a rocky season ahead by stocking less inventory.

"Low inventory means they're not forecasting great growth, but we were so far down last year we have no where to go but up," Will said.

Some shoppers said they are being more selective with their money this season, looking for unique items that can only be found at local stores.

Sarah Forsythe has tightened her belt this year, but she's taking more time to find something special for those on her list.

"Shopping earlier and smaller gifts, smaller fun finds," Forsythe said.

At Silver in the City on Mass Avenue, clerk Wendy Gotee said the season seems bright.

"I feel like people are really shopping locally. They come in and we have what they want, so I feel like we bought well this year," she said.

Across the street at Nurture, a children's clothing shop, sales are steady but workers have noticed that shoppers are paying more attention to what they buy.

"I talked to a lot of people who are buying one item and using it for different outfits, so I definitely think there is a lot of selectiveness," said employee Alexia Lopez.

Will said stores are fighting for business now. Consumers who are willing to shop around could have a very happy holiday.