Only half-done with holiday shopping? Join the crowd

Amy Androjek of Mundelein still has about half her Christmas shopping left to do.

Admitting she's a little bit stressed and a little bit further behind than she was last year at this time, she plans to power shop next week.

Androjek is not alone, according to a survey released Wednesday that found heading into the final full shopping weekend before Christmas, consumers have a lot left on their lists.

The average person completed only 49.5 percent of his or her holiday shopping by the second week of December, according to the National Retail Federation survey.

Whether it's procrastination, the thrill of last-minute shopping or the reward of bigger bargains closer to the holiday, there's a lot of shopping left to do.

Deeper discounts are probably on the way, with retailers marking down merchandise so it has a better chance to sell before Christmas, retail analysts say.

“Consumers have learned over the many holiday seasons to wait. They know they'll see some sharp discounts if they wait, especially in the area of apparel,” said Anne Brouwer, senior partner with McMillan Doolittle retail consultancy in Chicago.

Industry experts believe we'll see heavy sales and marketing in the days ahead. “With the big day falling on a Saturday this year and a lot of shopping left to be done, retailers will continue to push aggressive promotions in the weekdays leading up to it, hoping to remind shoppers they only have one more weekend to shop,” said NRF President Matthew Shay.

According to the survey, 37 million people (17 percent) had not even started their shopping as of late last week, lower than the estimated 42 million people who said so during the same point last year.

Additionally, 22 million go-getters (10 percent) say they have already finished, up from 8.6 percent who had finished by this point last year.

That's the case for Stefanie Moss of Libertyville. “I've been done for about two weeks,” she said.

Shoppers are aware they only have one big weekend left to shop. According to the survey, most holiday shoppers (32 percent) plan to complete their list before Saturday, Dec. 18, which should be the busiest shopping day of the year. Friday, Dec. 24, is expected to be the second busiest day.

This year, more people are in a spending mood, experts say.

“People are looser with their pocketbooks,” said George Rosenbaum, a consumer retail researcher with Leo J. Shapiro and Associates of Chicago. “Significantly fewer people are cutting back on spending,” Rosenbaum said. He found that 58 percent of shoppers are planning to spend less this year than last year. This compares with 65 percent last year who were cutting back and 69 percent in 2008.

He does not believe that shoppers are overly optimistic about the economy, but that they're tired of saving money.

A strong start to the holiday season has raised confidence that the consumer is back and that 2011 could be a better year for the economy than expected, experts say.

Retail sales are rising, boosted by the best month for department stores in two years and businesses are restocking shelves in anticipation of more consumer demand.

These indicators prompted the NRF to revise its sales growth forecast to 3.3 percent, or $451.5 billion, up from the original 2.3 percent expected increase.

Heading down the stretch, where will consumers shop?

Department stores can expect the larger share of traffic over the next couple weeks, though online retailers and discount stores will also be popular shopping destinations for last-minute shoppers. Electronics stores (19 percent) clothing or accessories stores (19 percent) and outlet stores (11 percent) will also see their share of procrastinators in the coming days, according to the NRF.

Still shopping?

You're not alone

• The average person is only 49.5 percent done with holiday shopping

• 17 percent have not even started

• 10 percent are done

{The big finish}

32 percent plan to finish shopping before Saturday, the busiest shopping day of the year

{Buy or bust}

58 percent plan to spend less than last year. Last year, 65 percent said the same

{Sales up}

Sales are expected to be up 3.3 percent from last year.

Source: National Retail Federation survey