The average shopper is expected to spend nearly $800 this year on holiday merchandise, according to a recent survey by the National Retail Federation (NRF).

NRF's 2006 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch, found the average consumer plans to spend $791.10, up from $738.11 last year. Shoppers also will take advantage of sales and discounts during the holiday season to spend an additional $99.22 on themselves, and the NRF has forecasted that holiday sales overall will increase 5% this year to $457.4 billion.

“With gas prices coming down and consumer sentiment on the rise, shoppers want to celebrate the holidays in style,” said NRF President and CEO Tracy Mullin. “Retailers will be sure to give consumers a reason to spend their extra disposable income in the stores with enticing incentives and special promotions.”

While discount stores (70.3%) continue to be the most popular holiday shopping location, shoppers will also patronize specialty stores (48.4%), grocery stores (49.3%), drug stores (21%) and crafts or fabrics stores (20.5%). Nearly half (47.1%) of consumers said they plan to shop online this year, up from 36% three years ago, the NRF said in a statement.

Most shoppers' wish lists will include traditional favorites, from clothing and accessories (53.3%) to books, CDs, DVDs, videos and video games (55.2%). And 52.8% of consumers said they would like to receive a gift card this year.

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