WASHINGTON — Price consciousness is taking a toll on gift card sales, according to the “Gift Card Survey,” from the National Retail Federation, here.

Conducted by BIGresearch, Worthington, Ohio, the study found that gift card sales will fall nearly 6% this holiday season to $24.9 billion, from $26.3 billion last year. Fewer people plan to purchase gift cards this year (53.5% vs. 56.6% last year) and gift card shoppers will be spending less overall on the cards ($147.33 vs. $156.24 in 2007).

“Since gift cards never go on sale, some price-conscious shoppers will be passing up gift cards in favor of holiday bargains," said NRF President and Chief Executive Officer Tracy Mullin. “Retailers may need to make minor adjustments to holiday plans as fewer people may be hitting the stores in January to redeem gift cards.”

The survey also found that the biggest gift card spenders this year will be men, who will spend an average of $156.98 on the cards, and Americans over age 45, who will spend $168.02.

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