That's why many are offering more discounts, and stocking more affordable gifts. But a good price doesn't always make it a good buy.

Good Housekeeping magazine evaluated dozens of gifts to find real winners for less than $35 dollars, less than $20, and even less than $10. All are pretty easy to find.

One of Good Housekeeping's top picks is called the "Flower Bud Scarf". It retails for $15.50 from Coldwater Creek, and women love it.

The folks at Coldwater Creek tell me they're so popular, they fly out of the store.

Good Housekeeping also singles out Everyman Jack body kit for men. It's got the body wash, body bar, face lotion and a mini travel kit, for $9.99 at Target.

Also at Target: Press to Impress. It's a coffee press with 2 mugs, biscotti and a pound of coffee beans for $24.96.

Over at Kohl's we found a 40-shade eye kit by Flirt -- it was $25.00 but on sale for $22.49 when we shopped there. The great appeal to this one is it works for woman of all ages, from adult to younger teens.

Here is the complete guide from Good Housekeeping

What about the family pet? We haven't forgotten about them...

For dogs, the Classic Kong is considered one of the best dog toys ever. It's sturdy rubber chew toys you can stuff with dog treats. Price ranges from $10 to $23 depending on size.

And then there's "Chuck-it" -- a great ball thrower to give your arm a break.

The long handle allows you to easily chuck the ball amazing distances for your four legged friend to fetch. It goes for $13.99, and then $3.99 for replacement balls.

For cats, the Star Chaser Turbo scratcher has got a corrugated scratching pad in the center, and a motion-activated lighted ball that lets the cat play around with it while they're scratching.

The Turbo Scratcher sells for $21.99.

Another top cat item: the Cuddle Coil. It accordions out so cats can cuddle up inside. It's $21.99.

These pet toys are carried by most major pet supply retailers and many pet specialty stores.

As for kids? Too many to list individually, but here are some links:

www.parents-choice.org

www.besttoysguid.com

www.familyconnect.org

www.squidoo.com

www.gifts.com

www.hottoys2008.com