At the Fashion Outlets at Niagara Falls it's halfway to the finish line as shoppers chip away at their holiday gift lists.

"We're probably about 30 percent done with our holiday list," said Talia Huff.

Talia and Chris Huff brought their daughter here in hopes of making some headway.

"We're just coming to kind of do some final touchup and kind just have her look around and see what she likes," Talia said.

According to the National Retail Federation consumers are expected to spend more than $720 billion this holiday shopping season with the average consumer spending about $1,000 on holiday gifts.

"Between my children and my family probably about $1,500," said Tracy Frazer.

"My range is about $700, $750 that's about it." said Raymond White.

Retail experts say more than 70 percent of shoppers cited sales and discounts as the biggest factor when choosing where to buy.

"Actually, there are a lot of great deals, especially on kids’ things, the Disney Store, purses at the Vera Bradley store. It's been really good," said Bruniela Riveras.

“Prices, they're always going to be better at the outlets. I actually just bought a pair of boots, two pairs. So I think, especially now, it's December, stores know that you only have a few weeks left, so they're hitting heavy with the sales," said Emmariah Holcomb.

Experts cite a strong economy and consumer confidence as two of the biggest factors behind the strong holiday shopping season. Now it remains to be seen whether it'll be strong enough to push shoppers over the finish line.