By  on October 26, 2012

NEW YORK — Mass market retailers are ready for a battle.

They are determined to steal beauty sales from prestige outlets — and the Internet — during the upcoming holiday shopping season with a strategy that includes early Christmas displays, exclusive merchandise, lowered prices and a spotlight on the convenience of one-stop shopping. By creating in-store excitement and offering sharply competitive prices, retailers hope to avert the showroom trend, where consumers come to stores to see the merchandise but buy online.

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