Dive Brief:

• Nearly all U.S. shoppers expect discounts and sales this holiday season, according to a study by consulting firm Accenture. 96% (compared to 94% last year) say they expect discounts and 29% say it would take discounts of 50% off or more to get them to buy.

• Those looking for deals include the 25% of U.S. consumers that plan to spend more at the holidays (compared to 20% last year). The study also found enthusiasm for Black Friday shopping, including on Thanksgiving Day.

• Well more than half — 63% — said they’ll be using a laptop or desktop to shop (not necessarily to buy but to at least have a role in their shopping), up from 16% in 2013, and 24% said they’ll use a smartphone, up from 18% last year. 

Dive Insight:

These forecasts for what will go down during this upcoming holiday season are coming in dribs and drabs, but they’re starting to paint an overall picture — one of decidedly mixed expectations. Most people don’t expect to spend more this year, and even those that have the economic security to do so are hunting for discounts and deals.