An icy-cold January is something most Delhities wait for rather eagerly every year. But this year a late winter coupled with a rather "cold" consumer response has turned it into a season of discontent for most shopping stores in Delhi. And consumers may well find themselves at the receiving end as most traders' associations have decided to either postpone the "Sale Season" with its "heavy discounts" or even abandon it altogether. With business down by 40 per cent and the chilly season not expected to last long, the eleventh hour shoppers don't have much to cheer about.