Heavy online shoppers tend to skew younger, are more affluent, and are more likely to have children, according to the CivicScience Insight Report that asked 2,500 consumers in late September to mid-October about their holiday spending plans.

Roughly 13 percent said they planned to spend more this holiday while more than double that (28 percent) plan to spend less. Those planning to spend less are more likely to shop online.

Those intending to spend less are 21 percent more likely to do 25 to 75 percent of their holiday shopping online, and are 33 percent more likely to always seek out online reviews before making purchases.

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