Advertisers have been offered some early holiday cheer by a new poll from the US indicating the majority of consumers will maintain – or increase – their spending on purchases this year.

The survey by ad network Burst Media found that over a third (36 per cent) of Americans will splash out the same amount on holiday gifts as they did in 2009, while 17.9 per cent plan to up their expenditure.

Users of internet marketing services look set to be among the main beneficiaries of this shopping spree, with more than half (56.5 per cent) of those polled saying they will make a purchase online in 2010.

Of those who bought gifts from ecommerce sites last year, 26.8 per cent said they would buy more this year and 52.9 per cent indicated they would spend the same.

Burst Media director of marketing Mark Kaefer said: "Marketers and advertisers should strategically leverage the use of price and convenience-based incentives – such as exclusive online promotions – to draw a larger share of business."

According to recent figures from comScore, online spending has remained resilient this year despite the tough economic conditions.

The company said US shoppers spent $32.9 billion (£20.6 billion) via the internet between April and June, up nine per cent year-on-year.

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