The holiday shopping season is the most important time of the year for some businesses.

In this uncertain economy and with the struggles over the past year nationwide, The Desert Sun decided to track several Coachella Valley stores this season to get a sense of how the valley's doing.

We'll check in on these four businesses several times this season, including after Black Friday and after Christmas.

Here are the businesses, what they're about and what they're forecasting ahead of the holiday season:

Leeds & Son Fine Jewelers

Address: 73-670 El Paseo, Palm Desert

Type of business: Fine jewelers, offering name-brand gemstones and watches from a range of high-quality designers such as Bulgari, Roberto Coin, Mikimoto, Patek Philippe, Rolex and Simon G

Duration of business: Since 1947

Employees: 20 full-time; six seasonal or part-time

Forecast: “We're projecting a 10 percent increase for the season over last year,” said Terry Weiner, chief executive officer and owner.

“We're seeing an increase in consumer confidence; that's predicated on a return, or bounce-back in the stock market. A recovery in the economy may not be supported yet by job numbers, but we're seeing activity in the stores in the past couple weeks.”

October numbers were up 30 percent over last year.

Just Boni at Home

Address: 78-075 Main St., Suite 102, Old Town La Quinta

Type of Business: Home accessories, glassware, wine accoutrements, bath products, skin-care and makeup lines, pet products and more

Duration of business: Since December 2006

Employees: Two full-time employees and seasonal workers as needed

Forecast: The store has seen sales in the red the past few months, but there has been an increase in traffic and consumer spending lately.

Sales were down 45 percent two months ago, but are down 22 percent now, and owner Boni Wall is hopeful the trajectory will continue toward the black this holiday season.

“If I eventually get into the plus, I'll be a happy woman,” she said. “I'm hoping for a good season. Last year we took a big hit.”

Pacific Sales Kitchen, Bath & Electric

Address: 34-295 Monterey Ave., Rancho Mirage

Type of business: Appliances, electronics and plumbing fixtures

Duration of business: Since 2004

Employees: 13 full-time employees; one part-time

Forecast: “Last holiday season, sales were excellent. We expect even better this season. We buy in huge quantities and can discount heavily. I would say we will grow at about 15 percent (in sales),” store manager Tim Landrum said.

He added that he's seen holiday shopping activity already this year.

“It's a little earlier than normal because we and other retailers are advertising a little bit earlier,” he said.

“Thanksgiving isn't here yet, but you already have the Christmas stuff out.”

Avalon Bay Trading Co. and Don Vincent Menswear

Avalon Bay's three stores: 275 S. Palm Canyon Drive, Palm Springs; Westfield Palm Desert mall, 72-840 Highway 111; and Fantasy Springs Casino Resort, Indio

Don Vincent Menswear's stores: 285 S. Palm Canyon Drive, Palm Springs, and 73-690 El Paseo, Palm Desert.

A third store is in Rolling Hills Estates

Type of business: Don Vincent, a store Esquire magazine rated as three of the top 100 stores in America, carries a full line of fine fashion for men.

Avalon Bay sells resort and casual wear for men.

Duration of business: Since 1971

Employees: Nine full-time; nine part-time or seasonal

Forecast: “We're shooting for a five to six percent increase in the last quarter,” said Vincent Puccio, a co-owner with brother, Don Puccio. “Last year, November and December (were) horrible; we should be able to beat that.

“With some news being doom-and-gloom, we'll have more sale items in the store than we normally have. That's a first. We've never had sales in December.

“Hopefully, it will stimulate growth. And we're seeing it; the lower price point merchandise is moving — even for the people who are quite well-to-do.”