In what Ad Age is calling “the Season of Scrooge”, households are predictably cutting back on holiday shopping plans. An Accenture study has shown that consumers will be more cost conscious, shop primarily at discount and department stores, and reduce gift giving beyond the family (5% are eliminating gifts for friends and 8% to co-workers).

Also interesting, the most wanted holiday gift: gift cards. 55% of consumers hoped to receive gift cards.

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