Retail sales fell in October for the second straight month. Nearly every sector posted declines as rising unemployment and a sharp slowdown in personal-income growth drove consumers to make deep cuts in spending. Consumer sentiment remains at an all-time low, and recent research suggests that consumers are more worried than excited about the holidays. Those who are shopping are determined to find the best deals, and retailers are responding by launching early and creative promotions to help drive and convert traffic. But slowing sales and heavy promotional activity may expose retailers to a liquidity crisis and an increased risk of bankruptcy.