December is one of the biggest months for booksellers, and Brian Ritenbaugh, a supervisor at a B. Dalton Bookseller in Monroeville, Pa., is bracing for his customers. During his 10 years in the retail book business -- at B. Dalton and also at independent stores and selling college textbooks -- he's seen the same reaction time and again. "No matter what the prices are, they say it's too expensive," he says. "The first thing they ask about is price, and the reactions range from a grunt to an outright whine."