Retailers apparently aren’t taking any chances on getting holiday shoppers into stores. Sears got the biggest lift in consumer sentiment in October for being early in offering a layaway plan and loyalty program in early October, per YouGov’s BrandIndex. Southwest came in second with a big winter sale. Facebook benefitted as the national and local political candidates pushed their social media apps in the home stretch of the election. It also was a big month for video game consoles. Xbox 360 and PlayStation 3 cracked the top 10 brand improvers with the arrival of holiday-time games and devices. The brand research service asks consumers online about their perception of 1,100 brands and assigns a Buzz score ranging from 100 to –100.