When it comes to data, you can probably find whatever information you’re looking for to support your opinion. For instance, are you optimistic that people will travel more this summer than in 2008?

Then you would be happy to find out that a Washington-based trade organization for the nation’s $740 billion domestic travel industry said an estimated 54 percent of American households planned to take at least one leisure trip this summer, compared to 50 percent last year.

Are you convinced that people are staying home and not taking vacations? Then your suspicions would be confirmed by an AP-Gfk poll in April that found only 42 percent of Americans were planning a summer trip.

Conflicting reports aside, I tend to think it lies somewhere in the middle. People will still travel, but they’ll keep it close to home, maybe packing up the car for a road trip to a local campsite and park or spending the day at a family-friendly zoo or beach. 

The good news, for both retailers and consumers, is that the current economic situation hasn’t had a large effect on the prices of your products. In our last poll question, almost three-fourths of you replied that you have been able to keep your prices the same as last year, with no increase to shoppers.

With the rising costs of fuel, food and lodging, the fact that you understand their situation and have remained consistent won’t go unnoticed. So even if they don’t buy anything, dazzle the customers you have with your service and your smile. As soon as things pick up and people pack up for more trips, there’s a good chance they’ll remember that and return again with money to spend.