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According to NRF's 2007 Holiday Consumer Intentions, sales will rise 4% this year to $474.5 billion. U.S. consumers plan to spend an average of $816.69 on holiday shopping, plus an additional $106.67 on special "non-gift" purchases by taking advantage of special promotions and discounts to treat themselves. Total planned holiday-related spending is $923.36, an increase of 3.7% from '06. Most holiday budgets will be allocated to gifts, with the average person spending $469.14 on family, $90.13 on friends, $22.79 on co-workers and $37.45 on other people like clergy, teachers, and babysitters. (Center for Media Research Briefing 11/1/07)

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