Surveys show Americans are planning to buy more holiday gifts this year and local retailers are increasing advertising, including their use of social media, and offering aggressive deals in 2010 in an effort to make sure they don't get left behind. Though many retailers have been promoting holiday deals for weeks, today, Black Friday, marks the beginning of the busiest part of the holiday season, and advertisements and sales are running rampant. Covington retailers hope their efforts turn into increased dollars in the pivotal fourth quarter.