The National Retail Federation (NRF) has released its 2011 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch, and the report predicts a slight decrease in the average amount each shopper will spend this holiday season. According to the survey, shoppers say they plan to shell out an average of $704.18 on holiday gifts and seasonal merchandise, down slightly from last year’s $718.98. NRF still forecasts overall holiday retail sales to grow 2.8 percent during November and December to $465.6 billion.

Holiday shoppers also plan to take advantage of sales and discounts to purchase goods for themselves. Nearly six in 10 holiday shoppers (59.9 percent) say they plan to purchase additional non-gifts for themselves and their families during the holiday season. The largest portion of a consumer’s holiday budget will go to family members, with the average person spending $403.26 on kids, parents, and other family members. Additionally, an average of $68.23 will be spent on friends, followed by $21.06 on co-workers, and $23.39 on other gifts. Consumers will also spend on decorations ($46.73), greeting cards ($26.52), candy and food ($96.75), and flowers ($18.23.) Gift cards will be popular with consumers again this year, with 57.7 percent of shoppers saying they’d like to receive a gift card this holiday season.

Discount stores will see the most traffic with 66.1 percent of respondents saying they will head to those shops compared to 65.1 percent last year. Other retailers include department stores (56.9 percent vs. 54.5 percent last year), clothing or accessory stores (35.2 percent vs. 33.6 percent last year), drug stores (21.1 percent vs. 18.9 percent last year), grocery stores and supermarkets (48.8 percent vs. 46.7 percent last year), and crafts and fabric stores (17.5 percent vs. 16.1 percent in 2010).

Internet shopping will continue to be popular this holiday season; nearly half (46.7 percent) of shoppers will buy online, up from 43.9 percent last year. The average holiday shopper plans to do 36 percent of their shopping online. Additionally, half of those surveyed who own a smartphone (52.6 percent) said they will use their device to research products, redeem coupons, use apps to assist in their purchase, or purchase holiday gifts and items. Tablet owners are even more likely to use their device to aid in their holiday shopping; seven in 10 (70.5 percent) tablet owners will research and shop using their device.

For more results from the survey, click here.

The National Retail Federation (NRF) is expecting this year’s holiday season to be just average. Although last year’s holiday season outperformed most analysts’ expectations, NRF expects 2011 holiday retail sales to increase 2.8 percent to $465.6 billion, close to the 10-year average holiday sales increase of 2.6 percent. Last year, retailers experienced a 5.2 percent increase.

For the first time this year, NRF used its holiday forecasting model to create a projection for seasonal hiring in retail. According to NRF, retailers are expected to hire between 480,000 and 500,000 seasonal workers this holiday season, which is comparable to the 495,000 seasonal employees they hired last year.

According to the National Retail Federation (NRF), as back-to-school sales start, retail industry sales for July (excluding automobiles, gas stations, and restaurants) increased 3.1 percent unadjusted year-over-year. Retail industry sales also declined 0.2 percent seasonally adjusted month-to-month.

July retail sales released by the U.S. Commerce Department show that total retail sales (including non-general merchandise categories such as automobiles, gas stations, and restaurants) increased 0.4 percent seasonally adjusted from June and increased 5.4 percent unadjusted year-over-year.

Back-to-school related categories also saw year-over-year gains, according to the NRF. Clothing and accessories stores were up 4.7 percent over last July, but declined 0.7 percent from June. Electronics and appliance stores increased 8.1 percent year-over-year and declined 0.1 percent from last month. Furniture and home furnishing stores increased 0.4 percent from the same period a year ago and declined 0.3 percent from June.

A survey conducted by NRF, released in July, found that the average family of students in grades K-12 would spend $594.24 on back-to-school this year, an increase of 8.3 percent compared to $548.72 last year.

According to The NPD Group, U.S. retail sales of toys generated $21.47 billion in 2009 compared to $21.65 billion in 2008, a decline of less than 1 percent. In the fourth quarter of 2009 (October through December), although revenues were flat, unit sales were up 4 percent compared to the same period in 2008.

Building Sets and Arts & Crafts experienced the most sales increases, up 23 percent and 7 percent respectively. Action Figures and Games/Puzzles also saw revenue gain of 4 percent and 1 percent respectively. Compared to 2008, Youth Electronics and Plush experienced the largest declines at 17 percent and 13 percent respectively.

Despite the economy, unit share for toys priced under $5 decreased in 2009. More consumers bought toys priced between $5-$10 than under $5. The NPD Group’s report also states that toys for children ages 8 and under brought in the most sales with 69 percent of total toy sales, and the only age group to gain in share and absolute dollar sales was kids ages 9 to 12.

Licensed toys represented 25 percent of total industry sales in 2009, compared to 27 percent in 2008. Top licenses for the year based on total dollar sales included (in alphabetical order) Cars: The Movie, Disney Princess, Dora the Explorer, Star Wars, and Thomas and Friends. Top properties for the year based on total dollar sales included (in alphabetical order) Bakugan, Barbie, Crayola, Star Wars, and Transformers.