Americans are not holding back on holiday spending this year – but they are taking a more deliberate approach to the purchases they make, according to new research.

Conducted by Talker Research on behalf of Affirm, the study of 2,000 Americans who celebrate a winter holiday, revealed the growing trend of "slow shopping," with nearly three in four respondents (73%) saying they have adopted this approach for the holiday shopping season.

Additionally, three in five respondents (60%) said they’re starting earlier, making more frequent, smaller trips and being mindful of what they buy this year.

The survey asked why purchasing habits have changed — and respondents pointed to value and intention.