Holiday Shopping Season, Consumers | featured news

This holiday season, Burger King won't be the only place where you can have it your way. It used to be enough for stores to promise discounts of up to 70 percent off to lure shoppers during the busy holiday shopping season. But the ease of ordering online and the sluggish economy has created more demanding U.S. consumers who aren't impressed by discounts alone. They want their shopping just like their fast food: not only cheap, but convenient too.

An estimated 147 million Americans plan to go shopping sometime this weekend, according the National Retail Federation. But who are these people, what's the psychology driving them to rise before dawn in pursuit of a deal -- and have they really never heard of online shopping?

It's no secret that technology has changed in-store shopping behavior. Whether it be through mobile phones, barcode scanning, or price comparison shopping sites; consumers are more prepared than ever in the store aisle.

More consumers are discovering their mobile devices can help them compare prices, research gift ideas, redeem electronic coupons and watch for special deals. As shoppers gear up for another mad holiday scramble, smartphones and tablet computers are emerging as Santa's electronic helpers.

The results released reinforced reports over the weekend that consumers shopped, spent and were buying non-necessities again.

Retailers should see their best Christmas sales in four years as consumers now show some inclination to spend money despite a minimal recovery in the economy, according to series of recent forecasts.

U.S. consumers turned out in strong numbers to hunt for holiday bargains on Black Friday, though many said they were spending selectively and industry executives questioned whether the momentum would last.