Yesterday’s post focused on the popularity of gift cards during the holiday season. Today, we take a broader look at what shoppers will be buying this year.

As Ana Serafin Smith reports for the National Retail Federation:

“With shoppers eager to take advantage of early promotions from retailers, more than half of consumers have already started making dents in their holiday gift lists, according to the annual mid-season survey released by the National Retail Federation and Prosper Insights & Analytics.”

“NRF President and CEO Matthew Shay said: ‘This time of year is about finding the right gifts while staying on budget. For those looking for anything from toys to apparel at retailers large and small, in-store or online, retailers are ready with great merchandise at affordable prices.’”