CHARLSTON, S.C. -- The Christmas shopping season is bringing out the bargain hunters like never before.

• Survey: Bargain Hunting?

America's Research Group head Britt Beemer said this is the biggest bargain-hunting Christmas shopping season he's seen in 20 years.

"Retailers that give shoppers strong price incentives and decorate for the Christmas holiday should do well this year," Beemer said.

According to research conducted last weekend, more than 81 percent of shoppers say they're biding their time to try to get deep discounts. They expect to get as much half off if they wait.

Nearly as many shoppers -- 73 percent -- believe 60-percent-off sales are genuine compared to the 77.9 percent who believe 50 percent off is a genuine sale.

As far as shopping is concerned, Wal-Mart continues to lead the pack, with 43 percent of shoppers going to the world's largest retailer.

Shoppers will be going to enclosed malls "less" this year at a 25.9 percent level -- the highest "less" level since Christmas 2001, when 30.6 percent said "less" after the Sept. 11 attacks.

Beemer says gift cards are proving to be the hottest gift item this year. More than 42 percent consumers have already bought them and another 20 percent plan to before Christmas.

According to a survey conducted Nov. 8-10, people were planning to shop on Black Friday.

Retailers promoting big-ticket items during their early-bird specials should be packed this year, because 65.1 percent of consumers say they will buy at early-bird specials, compared to 46.8 percent last year.

Consumers will be much more influenced by retailer advertising: 36.2 percent said they have a heightened awareness this year, compared to 32 percent last year.

More shoppers -- 70.4 percent -- will try to avoid the weekend crowds by shopping more during the week and during the weekday if at all possible. That number is the highest over the last 10 years, with Christmas 2003 being the previous high at 68.4 percent.

Beemer said he expects the big shopping push will be after Dec. 15.