In fact, the average holiday shopper expects to spend more this year than last . Spending levels by those who splurge bodes well for retailers, with 29 percent saying they will purchase higher ticket items including jewelry, perfume, jackets and dress clothing, plane tickets and fancy gadgets. The American Express Retail Index also found that while men tend to be the most generous gift-givers and will outspend women again this holiday season, the gap is closing. Women are budgeting 15 percent more in 1998 than they did in 1997. Anticipated spending by men, on the other hand, rose only 4 percent.
Women are more likely to look for sales.
Eighty-nine percent of women reported they would do so, vs. 79 percent of men. The holiday survey also revealed that 72 percent of consumers are buying gifts for children this year. Forty-seven percent of pet owners plan to buy a holiday gift for their pets. Most Popular Places to Shop Department stores continue to out-rank all other types of stores as the most popular places to shop for holiday gifts, decorations and other necessities. Clothing stores ranked second, followed by discount department stores and toy stores.