With a cooling U.S. economy even before the Sep 11 terrorist attack, retailers were already bracing and planning for a not so stellar holiday selling season. They were very careful in their orders and their building up inventory.

The 2001 Consumer Holiday Outlook Survey released today by the NRF gives hope that retailers might still find a stocking of gold under the tree!

According to the survey, American consumers may be more poised to shop this holiday season that originally predicted. Consumers plan to spend an average of $940 per household this holiday season on gifts for family and friends, decorations, greeting cards, and food or candy.

Among the 1,000 respondents, 65.6% said that they plan to take advantage of sales or price discounts this holiday season to make additional purchases for themselves or their home.

On the same release, NRF President and CEO Tracy Mullin commented, "Given the many uncertainties facing the country as we head into the holidays this year, consumer appear to remain dedicated to celebrating the season as they've done before."

Other findings include:

• Business as usual for many consumers this holiday season.

  83.6% of the survey respondents said that they plan to buy greeting cards and gifts this season. 57.2% plan to start their holiday shopping as early as November and into the first two weeks of December. 12.2% of the respondents were most likely to start shopping during the last two weeks of December.

• Retailers can tap potential with quality merchandise, sales and discounts. 23.8% of the respondents said that quality merchandise is the most important factor in their decision to shop. 18.7% were looking for sales or price discouts, while 17.2% were looking for merchandise selection in their choice of the store to shop.
• Where will consumers shop.

  76.5% said they will shop at traditional retail stores of which 71.3% said they will choose discount department stores for holiday shopping.

  59.8% of the retailers said that they will shop using catalogs, mail order and the Internet.

• The Christmas Wish List.

  Clothing and fashion accessoires topped the list with 29.7%, followed by items for the home (10%), consumer electronics (8.3%), books, CDs, videos, DVDs (8.1%). Jewelry, sporting goods, money/cash, personal care or beauty items, gift cards/gift certificates and a car or truck rounded out the top ten gift wish list.