The Internet will play a larger role than ever in holiday shopping this year, according to a new survey conducted for the National Retail Federation (NRF). Shoppers, who are expected to spend $791.10 each this year on holiday merchandise, said they will use the Internet for an average of one-fourth (28.9%) of their shopping.

“While many shoppers plan to purchase holiday gifts online this year, others are using the Internet to look for gift ideas, research products and compare prices before heading to the store,” said Scott Silverman, executive director of Shop.org, the online retail division of NRF. “Retailers' ongoing efforts to make their stores and Web sites work hand-in-hand will create more sales and happier customers.”

Though nearly half (47.1%) of consumers plan to make at least one holiday purchase online this year, up from 36% three years ago, many will also use the Internet to browse before heading to stores to buy. According to the survey, most consumers (88.7%) regularly or occasionally examine products on the Internet before buying in a store.