TV commercials are due next week in an ad blitz that is unusual for Wal-Mart.

"This is driven by a desire to ensure that customers know that Wal-Mart remains the low-price leader," says spokesman Gus Whitcomb.

The ad campaign follows a weak showing for the Friday after Thanksgiving that led Wal-Mart to lower its sales growth projections for November to 0.7 percent from its previous estimate of 2 percent to 4 percent.

The Bentonville, Ark.-based Wal-Mart chain has used its strategy of "everyday low prices" — rather than one-time sales — to become the retail goliath. And it had already signaled that it would not repeat such battles as last year's brutal price-slashing vs. Toys "R" Us and Target.

But it was hurt last weekend by rivals who undersold it on some key gift items, such as DVD players. "It appears that some of our competitors used one-day sales, rebates and gimmicks," Whitcomb says.

Wal-Mart's announcement of the promotion came as monthly sales reports posted yesterday by store chains showed most retailers with very soft sales for November. Among the few exceptions were the luxury sector and Sears and J.C. Penney.

At stores open at least a year, a key industry measure, overall sales for the month inched up just 1.1 percent over those a year ago, according to tracker Johnson Redbook. It one of the poorest monthly showings this year.

Higher energy prices seem to be crimping consumer spending.

One analyst says Wal-Mart is smart to move quickly — and that others should follow.

"Going forward, the earlier and deeper you promote the better off you're going to be," says Howard Davidowitz, chairman of retail consulting firm Davidowitz & Associates.