The most-wanted holiday gift in America isn’t electronics or jewelry. Here’s what shoppers actually want

Americans really want to score some deals this holiday shopping season—well, and gift cards. With just over two months until Christmas, many consumers are starting to strategize how they’ll tackle their gift lists this year. And the current state of the economy will weigh on spending plans for 56% of consumers, according to a new report from the National Retail Federation. Amid concerns about an affordability crisis, many Americans plan to do a few things more often this year to make the season as merry as possible—including shopping for sales, comparison shopping online, and using coupons. In return, consumers want gifts they’ll actually use, with gift cards once again tipping the wish lists among 47% of survey respondents, more than clothing, books or beauty items, the Washington, D.C.-based trade group found. “With affordability top of mind, holiday shoppers are taking a thoughtful approach to spending, balancing value with preserving traditions that make the holiday season special,” Allison Zeller, vice president of industry and consumer insights at the National Retail Federation, said in a statement. HOW SHOPPERS ARE STRATEGIZING While there are more than five weeks until the…

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