Americans are once again sending cards, putting up lights, baking with cardamom and snapping-up stylish gifts for the holiday season. An early jump on Christmas? Not exactly.

U.S. Muslims who are preparing for the start of the holy month of Ramadan today say that despite living in the cradle of capitalism, they have managed to incorporate American holiday rituals without succumbing to excess and forgetting the spirit of Ramadan.

Ramadan emphasizes reflection on God, self-denial and service to the poor as Muslims abstain from food, drink, sex and other temptations from sunup to sundown. Ramadan is when Muslims believe God revealed the Quran to Muhammad and occurs on the ninth month of Islam's lunar calendar.

"There's no doubt that there's commercialization," said Mohammed Abdul Aleem, CEO of Islamicity.com, a mainly educational Web site that also sells a variety of Islamic-themed goods through its online "bazaar." "But the nature of Ramadan forces you to focus on the spiritual aspect, and the commercial aspect is quite minimal because it's 30 days of fasting, and the prayer rituals that are within Ramadan, they are difficult to commercialize."

That's not to say it can't be done.

At Islamicity.com, shoppers can buy clocks priced between $30 and $60 that are programmed with the Muslim call to prayer and include a compass that points worshippers to Mecca. The Los Angeles-based company, owned by the nonprofit Human Assistance and Development International, also sells various Ramadan cards, organic dates -- which Muslims traditionally eat to break their fast -- and an Islamic pendant described on the site as the "perfect Ramadan gift."

Another site, Baltimore-based Islamicbookstore.com, sells Ramadan-themed plates, napkins and cups, as well as garlands for Eid (the feast that follows the end of Ramadan) and various Ramadan children's books, including an activity book with a "My Good Deed Chart" and a diary section called "My Ramadan Resolution."

"We're not taught to be austere in all aspects," said Adnan Khattak, a sales manger at http://www.islamicbookstore.com/. "Having family-oriented fun is not discouraged."

Khattak and Aleem estimate that Ramadan accounts for about 20 percent and 30 percent of their annual business, respectively. Aleem stressed that Islamicity's profits go back into either the company's educational mission or development projects undertaken by its parent company.

Such indulgences hardly qualify as crass commercialism threatening to overshadow the original spirit of Ramadan, Muslims say; in fact, they may enhance the experience by bringing family and friends together.

"I don't think sending someone a card or hanging some lights means you're not reflecting on God or taking it seriously," said Jessica Livingston, a San Francisco Bay area resident and a Muslim convert. "A string or two of colored lights to spruce up your house to welcome your guests, there's nothing wrong with that," as long as there isn't "overkill."

Omar Ahmad, also a Bay Area Muslim, said such celebratory expressions can help Muslim Americans connect with their non-Muslim neighbors as well. "I think trying to be a visible example of what a Muslim life can be is important and ought to be encouraged. What a wonderful way to start a conversation: `what are you celebrating?' Because who doesn't like a celebration?"

Still, don't expect to see Ramadan reindeer anytime soon, Ahmad said.

The commercialization of Ramadan in America is relatively mild compared to many Muslim-majority countries, where advertising and a shop-until-you-drop attitude have permeated the month of fasting.

The Web sites www.

us2guntur.com and http://www.indusmall.com/, both based in India, which is home to about 15 million Muslims, are taking advantage of Ramadan to push anything from Ray-Ban sunglasses and Biryani rice to saris and cell phones.

"May Allah shower you with his choicest blessings this Eid. In the true spirit of Ramadan, we present a collection of Ramzan (sic) gifts," us2guntur.com gushes. indusmall.com, meanwhile, declares "Ramadan gifts is best way to say you care for your loved ones."