Merry shoppers to shell out an average of $699

Stores are still open today, though most will probably close early. And about 13 percent of shoppers will be scurrying about this Christmas Eve, looking for the perfect gift in a season when inventories are low and steep markdowns can't be found, according to a Consumer Reports holiday shopping poll.

On average, people say they are spending $699 on holiday gifts, $41 less than last year. Over the past three holiday shopping seasons, the average amount shoppers plan to spend on gifts has declined steadily, the poll found. Anticipated spending was $740 in 2008 and $763 in 2007.

"Consumers are spending a bit less, focusing on more practical gifts and vowing to take on less debt and pay it off sooner," said Tod Marks, senior editor and shopping expert for Consumer Reports.

Survey respondents said they were finding the best deals at mass merchandisers (41 percent) such as Walmart and Target, and online retailers (39 percent). These were followed by department stores (21 percent), discount stores (16 percent) such as TJ Maxx and Marshalls, outlet stores and malls (12 percent) and warehouse clubs (11 percent).

The survey also found that 68 percent of credit card users plan to pay off their holiday debt by the end of January.

Despite the decrease in the amount spent, the number of gifts shoppers plan to buy has not changed. On average, shoppers plan to buy 15 gifts, which is about the same number as in previous years. Finding that perfect gift may be problematic for procrastinators, as a third (34 percent) of consumers who started shopping in early December found an item they wanted was out of stock.

Nearly half (46 percent) of adults surveyed plan to shop in stores between Christmas and New Year's, with most being drawn into the stores to take advantage of post-holiday sales (81 percent), while 69 percent plan to shop for themselves.

In another survey taken each weekend during the shopping season, Charleston-based America's Research Group found that electronics (34.4 percent) surged ahead of toys (28.4 percent) as the gift of choice for the first time since the early 1980s when VCRs exceeded toys one year. Lower flat-screen TV prices led the way.

The survey also found that 83.9 percent of consumers shopped at Walmart this year, compared to 77.9 percent last year. Other winners in holiday customer retention from last year were Ross (87.7 percent), Kmart (86.2 percent), Sears (86 percent), Big Lots (83.7 percent), Target (83.5 percent), JCPenney (82.4 percent), Sam's Club (81.9 percent) and TJ Maxx (80.9 percent).

Retailers who were unable to get half of their 2008 holiday customers to return included Office Max (46.1 percent), Saks Fifth Avenue (46.4 percent), Office Depot (46.5 percent) and Home Depot (47.3 percent), according to the survey.

In the know? Do you know of a business that is opening, closing or expanding? Reach Warren Wise at 937-5524 or wwise@postandcourier.com.