Twenty-seven percent of Americans say they will spend less on gifts this holiday period, but around the same number (32%) will direct more of their present-buying dollars to Amazon. In particular, big-spenders will drive an expected holiday boost for the giant online retailer, with 27% of people earning over $150,000 a year saying they will spend more on Amazon.  The survey was conducted online by QuickSurveys.com on December 4th, 2012.

Other findings from the wide-ranging research, conducted using Toluna QuickSurvey's unique online survey tool that allows anyone to get reliable answers in minutes, 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%)