NRF Expects 2% Increase in Average Gift Spending
Rapaport — Even with the fundamental shift in consumer spending patterns across the U.S., the NRF 2010 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch, found that shoppers won’t just focus on lower prices or the basic necessities for Christmas 2010.
While traditional categories, such as apparel and books, remained staple gifts in 2010, NRF found that 23 percent of shoppers added jewelry to their list this season. The figure was up from only 20.8 percent in 2009. Nearly six in 10 requested gift cards though, keeping that item the most requested Christmas season gift.
The number of people who plan to make non-gift purchases for themselves will rise to 57 percent this year from 53 percent in 2009. The average planned spending on self-purchases rose to $107.50 this year from $101.37 in 2009.
Another sign that U.S. shoppers felt just a little breathing room in their budget, the number of people who plan to make a holiday purchase from a discounter dropped from 70.1 percent in 2009 to 65.1 percent this year. Popular holiday shopping destinations will include department stores, at 54.5 percent, grocery stores, at 46.7 percent, the Internet, at 43.9 percent, and clothing stores at 33.6 percent.
As is usually the case, gift-givers chose to spend the greatest portion of their budget buying gifts for family, or $393.55, and friends come in second highest at $71.45. Total spending, per adult, on gifts for all categories was expected to rise 2.1 percent to $518.08. When food and decorations were added to the figure, the average spend would increase 1 percent to $688.87 per person.
