Oct 19, 2011

NRF: 60 percent of Shoppers are Buying Themselves Gifts this HolidayBy RetailCustomerExperience.com

Armed with savvy shopping skills and a renewed focus on value, consumers this holiday season will shop at a variety of locations and channels as they scope out ways to get the best bang for their buck. According to the National Retail Federation’s 2011 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch, holiday shoppers say they plan to shell out an average of $704.18 on holiday gifts and seasonal merchandise, down slightly from last year’s $718.98. NRF is still forecasting overall holiday retail sales to grow 2.8 percent during the months of November and December to $465.6 billion.

Additionally, nearly six in 10 holiday shoppers (59.9 percent) say they plan to take advantage of retailers’ sales and discounts to make additional non-gift purchases for themselves and their families during the holiday season. The average person will spend approximately $130.43 during the holiday season to take advantage of sales and discounts on apparel, electronics, home goods and other items for themselves or a family member, up from $112.20 last year.

“When it comes to retail growth this holiday season, slow and steady wins the race – and the same is true for shoppers, who are meticulously calculating the best ways to stretch their dollar,” said NRF President and CEO Matthew Shay. “Knowing their customers are more focused than ever on value, retailers will entice shoppers with promotions that go beyond discounts, whether they’re promoting free gifts with purchase, an extended warranty, or stellar customer service.”

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