LET'S FACE IT:

Birthdays aren't quite as much fun when you're a grown-up as they were when you were a kid. Kids get showered with presents, they get cake, they get the song. Adults get to contemplate their mortality.

Turns out, your favorite retailers are more than happy to put a little fun back in your special day. Through rewards programs and birthday clubs you can get showered with small gifts and discounts. These deals aren't huge but what's not to like about, say, a free ice cream cone or a free movie rental? Round 'em all up and you can feel like a spoiled kid all over again.

When it comes to these programs, use common sense. Only sign up for programs with retailers that you know and like. And read the fine print carefully if you don't want spam or other marketing materials to be sent to you, there should be a way to opt out.