MADISON, Wis. -- A big push for holiday-like deals in the middle of summer could be great news for local consumers.

For some retailers, holiday shopping is already in full swing. It's an effort for merchants to recover from a rough few years of sales, organizers said.

"I still wonder if it's the economy," said Nicole Hinke, of Barneveld. "Nobody wants to shop and everybody wants to save a little more and are worried about spending a lot of money."

Experts agree with that assessment.

"By in large, it was a bloodbath," said Deborah Mitchell, from the University of Wisconsin School of Business. "Things are not as bad now. But, there are still some unsettling signs out there. And there are still lots of folks who either don't have jobs or who are afraid of losing their jobs. So, consumers are not ready to open up their pocketbooks in a big way quite yet."

Retail giant Target is holding a Black Friday event this Friday, but the specials can be found online only.

Mitchell said it could be a dangerous for retailers to use the term Black Friday in July, since it might keep shoppers from stores the day after Thanksgiving.

Hinke and her family are taking advantage of the sales, even if they're not quite falling for the hype.

"It wouldn't make me shop more or less," Hinke said. "Summer, it's just nice to be out and you go places. You can get out easier than in the winter."