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).

The majority of shoppers (70 percent) will purchase from discounters this year. Other holiday shoppers will buy from department stores (55.8 percent), grocery stores (45 percent), the internet (42.4 percent), clothing stores (33.8 percent), and electronics stores (31.8 percent). In addition, 11.4 percent of shoppers will shop at thrift or resale shops. Many holiday shoppers (39 percent) plan to start their purchasing before Halloween.

Click here for more results of the NRF’s 2009 survey.