As the holiday season approaches, shoppers can’t help but notice the sale and clearance signs posted in store windows.But financial pressures may force consumers to be more conservative with their spending. Twenty-six percent of 2,030 consumers surveyed by the NPD Group, a leading market research company, said they planned to spend less on gifts this year.In 2007, only 18 percent said they planned to spend less on holiday gifts. But because of recent turmoil in the financial markets and the meltdown in the credit sector, shoppers have been forced to change their spending habits this year.With consumer spending down and stores stocking smaller inventories, analysts predict flat to declining sales for this holiday season. But the National Retail Federation reported that plunging gas prices and discounted merchandise could motivate shoppers to reach deeper into their pockets this year.Rebekah Harvey, co-owner of Storyville, said the store has some sales going on now, and shoppers can expect to see more as Christmas approaches.Harvey said she hopes the struggling economy and lack of consumer spending won’t affect business this year.”With football season, everything is still on track with last season,” she said. “Hopefully, it won’t affect us too much once our Christmas sales are going on.”Consumers surveyed by NPD said apparel will be the most often gifted item this year. Almost 50 percent of consumers said they would give apparel items.”That’s one thing about being a T-shirt business. People wear T-shirts a lot in the South,” Harvey said. “It’s not a necessity, but it’s not far from it.”Twenty-three percent of those surveyed said they plan to give electronics as gifts. With only a few months left for analog TV reception, NPD research showed consumers may be looking to purchase new digital sets. Consumers are changing how they shop but not where they shop. Forty-five percent of those surveyed said the economic conditions won’t have an impact on the places they shop.The Royal Standard, a home interior and gifts boutique on Perkins Road, has lowered its prices to keep customers.”We’re not putting more things on sale or clearance, but we are buying things that are lower priced,” said Emily Dykes, The Royal Standard general manager.Dykes said she hasn’t seen a major decrease in sales so far, but she said holiday shopping doesn’t pick up until the end of November.”I do think there will be a little bit of a slowdown,” she said. “I think [consumer spending] will be down slightly but nothing major to be worried about.”Brittany Lands, business management sophomore, said she plans to buy gifts for about seven people this year but will try to keep her budget under $200.”I’m probably going to catch the after-Thanksgiving Day sales,” she said. “It’s the same stuff at better prices.”Black Friday, the day after Thanksgiving, begins the traditional holiday shopping season, but some stores have already begun putting their merchandise on sale to lure customers.But because of a lack of funds, Amanda Glinkly, microbiology junior, said she plans on making more gifts this year.”I’m pretty crafty, and I can make lots of things,” she said. “I feel like I’ll be giving better gifts and saving money in the process.”- – – -Contact Leslie Presnall at [email protected]