Consumers this holiday season aren't very likely to be using their credit cards for purchases, according to the NRF 2005 Holiday Consumer Intentions and Actions Survey. About 34% will use their debit cards while only 28.2% will use credit, down a percent from last year. One in four shoppers will pay with cash.

The Federal Reserve says debit cards are the fastest growing segment of the U.S. retail payment system and are a natural bridge from checks to electronics.

"Debt-conscious consumers will prefer to pay out-of-pocket for gifts this year and are making a conscious decision to reduce their reliance on credit cards," said NRF President and CEO Tracy Mullin. "Just as retailers plan throughout the year for the holiday season, consumers are padding their budgets to prepare for additional spending during the holidays."

Retailers are aggressively pursuing customers through holiday ads and marketing, both of which may fall on deaf ears. A survey from Seattle-based GMIPoll revealed American consumers are less influenced by holiday ads than they are by sales, cost and their budgets.

The survey of 17,000 consumers in 18 countries showed only 7% of Americans selected holiday ads as the No. 1 influence; it was a bigger influence, along with word of mouth in China and India. According to the survey Americans rank the Internet as the main place to buy holiday gifts, with discount stores in a close second, followed by independent retailers and luxury goods stores.