According to a Harris Interactive poll, more than half of Americans (54 percent) will buy toys as gifts this holiday season. Last year, 47 percent of those surveyed planned to buy toys. Nearly seven in ten consumers (69 percent) who have children in their home, and 46 percent of consumers who don’t, will buy toys this year.
Holiday shoppers are expected to spend an average of $22.27 dollars less than last year, a 3.2 percent drop, according to the National Retail Federation’s 2009 Holiday Consumer Intentions and Actions Survey. According to the survey, price discounts (43.3 percent) and everyday low prices (12.7 percent) will be the most important factors when decided where to shop. Other factors include selection (21 percent), quality (11.8 percent), convenience (4.9 percent), and customer service (4.4 percent).