Holiday shoppers in the United States say they are in the giving spirit this season, providing retailers with a good reason to be merry. This season also marks the highest annual growth in holiday spending since the survey was introduced in 1995. According to the American Express Retail Index, the popularity of the Internet as a shopping resource continues to grow. Millions of Americans will make their first online holiday purchases this season.
Shoppers appear to be budgeting their time as carefully as their money.
Since 1995, the American Express Retail Index has closely monitored holiday splurging as an indicator of overall spending and gift buying, particularly among adult men and women. In addition, the survey found toys jumped from the fourth most popular type of gift in 1998 to the second most popular gift in 1999. Among all types of toys, the hottest this season is Pokemon, mentioned by 15 percent of adults buying toys for children. Forty percent will start with a gift list, while 49 percent will browse until they find the right item. According to the American Express Retail Index, shopping for holiday gifts is a year-round process.