Another Blue Christmas for 2010?

Recession May Be Over, but Consumers Will Be Spending Less, Bargain-Hunting More This Season

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NEW YORK (AdAge.com) -- Marketers' biggest challenge this holiday season will be convincing consumers that the recession is indeed over. While economists have declared June 2009 as its end, consumers are still feeling cautious, and many plan to continue to pinch pennies this holiday season. That means bargain hunting, plenty of comparative shopping and less holiday travel. More shoppers will also be using mobile phones and social-networking sites to aid in their quest for the perfect gift. And when the shopping is all done, many will put their feet up in front of the TV. Here are some other trends to watch for.

WILL THE STATE OF THE U.S. ECONOMY AFFECT YOUR SPENDING PLANS?
62%
Yes
38%
No
 
HOW WILL IT AFFECT YOUR SPENDING PLANS?
82%
Spending less overall
54%
Shopping for sales
41%
Using coupons
34%
Buying more practical gifts
27%
Traveling less or not at all
15%
Making gifts
31%
Comparative shopping online
28%
Comparative shopping with newspapers/circulars
4%
Comparative shopping with mobile phones
WHAT THE AVERAGE PERSON WILL SPEND ON HOLIDAY 2010
$407.34
Of the 97% buying gifts for family
$96.65
Of the 74% buying gifts for friends
$56.98
Of the 32% buying gifts for coworkers
Sources: National Retail Federation/BigResearch, ShopperTrak, ComScore, Accenture, Nielsen *Does not equal 100% due to rounding
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