Nearly three-quarters (73%) of consumers around the world expect to spend the same amount or less on holiday gifts compared to last year, according to a recent Nielsen global survey of online respondents in 56 countries.

While more consumers are expected to head into the holiday season with intent to buy compared to last year, expect the shopping to be subdued and value-focused.

When retailers compete on price and rollbacks are market-wide, retail traffic trends rarely change. More importantly, Nielsen research shows that price rollbacks can actually reduce category dollars, making an effective pricing strategy a necessity.

Nielsen probed consumers’ attitudes towards health and beauty products—where they purchased them and what factors went into their buying decisions—as part of its Global Online Survey of more than 27,000 people.

Through the second half of 2010, the pace of recovery is split between lagging developed economies mired in economic malaise and developing economies that exhibit stronger consumer spending.

The Nielsen Company conducted an online survey in March 2010 of more than 27,000 consumers in 55 markets to get a better sense of the steps being taken to save money in view of uncertain economic conditions.

While concern about the economy and job security still remains, Nordic consumers are more optimistic than the rest of Europe regarding the state of their personal finances and their willingness to spend.

An increase in consumer confidence in Asian markets, as well as Brazil, continues to reflect signs that the economy is emerging from a global recession and, in some markets, the recovery is accelerating.

Canada continues to show a steady increase in consumer confidence, with its index rising to 94, up four points since July and 10 points since April.

With the nation seemingly emerging from recession, American consumers remain skittish about spending their money during this upcoming holiday season.