Forty-three percent of working consumers will be spending less money during the 2009 holiday shopping season than in 2008, according to a WorkPlace Media study.

The survey polled 1,100 working Americans, who are clearly trying to balance holiday fun and fiscal responsibility.

Consumers are also looking to simplify their holiday shopping, the study finds. Fifty-six percent say they will purchase between one and five gift cards, while 33 percent say they will buy more than six gift cards.

According to the study, the six most popular gifts for the 2009 holiday shopping season are:

• Apparel/apparel accessories (73 percent)
• Books/CDs/DVDs/Video games (72 percent)
• Electronics/computers (46 percent)
• Restaurants (38 percent)
• Personal care/beauty items (37 percents)
• Entertainment (33 percent)

The study also says about 33 percent of those surveyed plan on doing nearly half of their holiday shopping online at work or during a work break.

“With American workers busier than ever at their jobs, many if not most are now forced to shop during work or on their way to and from work,” says Stephanie Molnar, CEO of WorkPlace Media. “Understanding the changing shopping habits of these consumers will be crucial for any company looking to meet their goals this holiday season.”

Robert Archer - Senior Editor, CE Pro

Bob is a dedicated audiophile who has been writing about A/V for Electronic House sister publication CE Pro since 2000.