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Shoppers Plan to Spend Less for Holidays, Poll Says: Retailers may face a ho-hum holiday season, according to the International Mass Retail Assn., a trade group representing discount retailers, and the Gallup Organization. Their survey of 1,008 consumers with an average income of $39,640 found that the average American shopper is expected to spend $655 this year, down from $734 last year. Thirty-seven percent of consumers said their incomes had fallen, researches said. Another 29% said they intend to save more or spend less for other reasons. Fourteen percent said they are concerned about the economy, and 11% said there are fewer people on their gift lists.