you planning to spend $1,000 holiday shopping? The average consumer is

DAYTON, Ohio -- Consumers want to spend more this holiday season amid high consumer optimism and low unemployment.

Shoppers plan to spend an average $1,007 during this holiday season, up 4.1 percent from the $967 they said they would spend last year, according to the National Retail Federation.

"The holidays are just around the corner and consumers are ready to shop," said NRF president and CEO Matthew Shay. "Confidence is near an all-time high, unemployment is the lowest we've seen in decades and take-home wages are up. All of that is reflected in consumers' buying plans.

Retailers, distribution centers, delivery companies and suppliers have been hiring in bulk earlier this year in preparation for the higher-than-average spending.

"Retailers expect strong demand this year, and are prepared with a wide array of merchandise while offering strong deals and promotions during the busiest and most competitive shopping season of the year period," Shay said.

While tariffs on consumer goods from China took effect last month, Shay said many retailers imported record volumes of merchandise ahead of the tariffs this summer, resulting in minimal changes in prices for the remainder of the year.

Of the total spending, shoppers said they plan to spend the most on gifts, roughly $637.67.

Another survey from BlackFriday.com had similar findings with the average shopper planning to spend roughly $625 on gifts. Ohio consumers specifically were willing to spend more than average with 19 percent willing to spend more than $1,200 on holiday gifts.

Americans plan to hit these channels this year:

-- Online (55 percent).

-- Department stores (55 percent).

-- Discount stores (51 percent).

-- Grocery stores (44 percent).

-- Clothing stores (33 percent).

-- Electronics stores (24 percent).

Story Filed By Cox Newspapers

For Use By Clients of the New York Times News Service