Amazon Dominates Despite Millions of Americans Cutting Holiday Spending, Survey Finds

Other findings from the wide-ranging research, conducted using Toluna QuickSurvey's online survey tool, included:

In-store shopping still strong:

"¢ 77% of people will shop in a brick-and-mortar store this holiday period

Social media is having an impact on holiday spending:

"¢ 10% of respondents would shop through a retailer's store on Facebook

"¢ 4% would buy gifts on Kickstarter or other crowd-funding site

"¢ 28% will use Facebook to source info or inspiration on holiday gifts. Pinterest is way behind with only 3% of people using it

Holidays are about family, not religion:

"¢ In terms of priorities over the holidays, "being with family" and "preparing holiday meals" are considered most important; "attending religious services" was the lowest priority

"¢ Teachers are at the bottom of the gift pile: garbage collectors and doormen are a higher priority for gifts than teachers

Mobile payments have a way to go:

"¢ Only 17% would pay using their phone if they could

But mobile price-comparison strong:

"¢ One in five (22%) will use their phone to do price comparisons while in a store. Both men and women are as likely to price compare (22%)

Kindle and iPad mini neck and neck

"¢ More than one in four people (29%) will buy a tablet either as a gift or for themselves this holiday

"¢ Slightly more people (13%) plan to buy an iPad mini over the Kindle (12%)

This survey was conducted online within the United States on Dec. 4, 2012, among 2,000 adults (aged 18 and over). Respondents for this survey were selected from among those who have agreed to participate in Toluna surveys. Figures for age, sex, and region were weighted where necessary to bring them into line with their actual proportions in the population.

Source: Toluna