In a hard-fought holiday selling season, women’s fashion chains are taking it on the chin.

Despite deep discounts on sweaters and other apparel items that used to be staples of the holiday season, revenues plunged 4.4 percent at women’s clothing retailers from late October to Dec. 12, according to First Data, which tracks sales transactions at over 900,000 merchants.

By contrast, electronics revenues rose sharply, buoyed by must-haves including the Amazon Echo devices.

The National Retail Federation expects holiday retail sales to rise more than 3 percent from last year’s total, to roughly $656 billion.