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Karen Kay commented: "People are taking a considered approach [to Christmas shopping]; they are being more careful about how they spend their money."
She also advised shoppers to visit independent shops and boutiques in search of bargain gifts and to also take advantage of free services offered by some stores, such as personal shopping.
Ms Kay was speaking alongside Kevin Breese, a spokesperson for stylebirmingham.com.
Research by Mr Breese's company found that 11 per cent of people said their Christmas shopping budget is more than last year.
Meanwhile, the latest National Savings and Investments Quarterly Savings Survey found that 37 per cent of people said they intended to be resourceful during the festive season by making their own decorations and cards.
