Retailers in the US have been able to improve festive sales without premature discounting, according to a leading analyst.

Chief industry analyst, The NPD Group, Marshal Cohen described the coming few days as "crunch time" for shopping malls in the country.

"Consumers are wondering why, yet again, they waited so long to shop and seeing that the deals aren't any bigger than the ones in previous weeks. This year the only thing waiting did was make it more challenging to fine the size or color didn't do much more than make it more challenging to find the size you need or the color you wanted," said Cohen.

He also said that retailers were already pleased with holiday season return, although late Christmas Eve shopping could provide more cheer.

"Retailers are happy with the season so far. The early pre-Thanksgiving blitz and continued Doorbuster deals and special sales throughout the holiday season have given them an early Christmas present," added Cohen, "Better than expected sales and light inventory levels to wrestle with sets this week up for an action packed week culminating with "Fantastic Friday." That is a day that may make Black Friday look like just another day in November."