ESCANABA – The holidays are just around the corner and local businesses are gearing up for a busy holiday season.

According to an annual survey by Prosper Insights & Analytics on behalf of the National Retail Federation (NRF), Americans are expected to spend an average of $594.80 per person on gifts this year. The number is slightly down from 2014, when Americans were expected to spend $595.06, but up from $558.18 in 2013.

“It’s definitely going to be better by all indications of what the year’s been like so far,” said Peggy O’Connell, owner of Positively! The Center for Success in Escanaba and president of the Escanaba Downtown Partners in Business.

A whopping 52.9 percent of shoppers are expected to shop online this holiday season for gifts, decorations, and other holiday expenses. Of those who plan to shop online, 93.1 percent plan to take advantage of free shipping and 46.5 percent plan to order items and pick them up at a store.

Despite the high number of online shoppers, very few shoppers plan to do all of their holiday shopping online. Only 3 percent of those surveyed said they would make all of their purchases online, while 27.6 percent, the highest portion of those surveyed, said they would only do 26 to 50 percent of their shopping online.

“Local retailers support people’s organizations, their sports teams, their school activities – all we ask is that they give us a chance before they shop online,” said O’Connell.

For small businesses on Ludington Street, the holiday season will kick off a bit earlier than the traditional start of the shopping season on Black Friday. “Black Friday on Tuesday” will bring shoppers out to Escanaba’s downtown from 3 p.m. to 9 p.m. Shoppers will be able to take limo rides up and down the street as they travel from business to business, and at 7 p.m. shoppers can stop to watch the lighting of the Escanaba Christmas tree.

Other businesses are focusing on the traditional start of the season to kick off their holiday sales.

“Black Friday will be upon us shortly, but we like that,” said Theresa Prosen, store manager of the Escanaba Kmart. “It kind of gets you in the Christmas spirit.”

According the the NRF survey, nearly 42 percent of shoppers in America begin their shopping season in November. Another 17.7 percent of shoppers will do the majority of their shopping in December, with the vast majority of December shoppers hitting the stores in the first two weeks of the month.

“People seem so cheery,” said Prosen, noting that in the past shoppers became grumpier and grumpier as the season went on. “People are changing and starting to get happy.”

Finding the perfect gift can be a challenge, whether shoppers chose to do their shopping online or in a local store. For that reason, gift cards have become a major staple of the holiday season. Almost 59 percent of American’s surveyed said gift cards were one of the gifts they would most like to receive this holiday season.

“We get a lot of people coming in here getting gift cards,” said Escanaba Menards Manager Tim Strasser.

According to Strasser, gift cards offer an added level of protection for people who are giving gifts to people who may have poor financial skills or substance abuse problems. Unlike cash, the cards can only be applied to purchases at a specific locations, encouraging recipients to spend wisely.

Of course other items are popular with shoppers who want to give more tangible gifts. Power tools and hunting items are always popular gifts for men.

“If they get a tree stand under the tree they appreciate that,” said Strasser.

Nationwide, holiday wish lists include clothing and entertainment items. Just over 52 percent of those surveyed wanted clothes this holiday season and 40.5 percent wanted books, CDs, DVDs, or video games.