According to NRF’s 2011 Holiday Consumer Intentions and Actions survey, conducted by BIGresearch, the Christmas season shopping is not predicted to be very dull after all, there is some optimism in the air as consumers intend to spend frugally, but yet they do intend to purchase. Infact the study notes that Americans are already planning and beginning their shopping as the early Black Friday sales and special holiday offers seem to be on the rise. Also, the number of early shoppers has increased from 48.9 percent last year to 51.4 percent this year. To grab consumer attention, retailers have been quick at offering promotions on everyday, incentives like free shipping on select online orders, discounts across the board.

The survey also notes an increase in the number of Americans who will make purchases in more discretionary gift categories. Those intending to purchase jewellery is expected to rise from 20.3 percent last year to 21.2 percent this year. Also, there is an increased intere4st in buying home décor or home-related furnishings, leisure items, beauty items, electronics apparels and accessories etc.

Also, consumers seem to intend using ready cash or debit cards as modes of payments, and reduce the chances of a credit payment. Around 44 percent of the consumers showed interest to pay by debit card, the most in the survey’s 10-year history.

Black Friday is being seen as a very important period for the retailers keeping in mind that consumers are seeking value for oney deals. The National Retail Federation study by BIGresearch notes an increase in the number of shoppers expected to throng retailers this year during the Black Friday weekend - up to 152 million people- ( the same count last year stood at 138 million people.)