Editor's note: This article appeared in the November 22, 2010, edition of Quirk's e-newsletter.

Black Friday is in sight - have you been scouring your circulars to map a route and plan your early morning bargain-hunting? If so, you're likely not alone. Consumers are taking a more thoughtful and cautious approach this holiday season, as a full 62 percent say they plan to do some kind of homework prior to making a purchase, according to data from Port Washington, N.Y., research company The NPD Group. Almost 44 percent of consumers say they will comparison-shop before buying a gift and 37 percent say they will use ads or circulars to guide their gift shopping. Thirty-three percent say they will compare prices online before they shop in a store.

"Even though the recession is technically over, lingering concerns are keeping consumers in a cautious frame of mind. We are seeing what I call 'calculated consumption,' and I believe that it is a consumer mind-set that will be around after holiday shopping is over," says Marshal Cohen, chief industry analyst, NPD. "What this means is consumers will be looking to find what to buy, when to buy and where to buy before even leaving the house. This eliminates the rushed decisions and can potentially eliminate some impulse purchasing from the holiday shopping equation."

The primary influence on where consumers will shop for gifts this year remains price (60 percent). "Special sale price" came in a close second with 58 percent, followed by convenient location at almost 47 percent.

So where will these price-comparing, cautious consumers be doing most of their shopping? Fifty-four percent say discount stores; 35 percent online; 29 percent national chains; 22 percent department stores; 20 percent toy stores; 19 percent electronics stores; 17 percent warehouse clubs; 16 percent outlet stores; 15 percent clothing specialty stores; and 13 percent off-price retailers.