Free shipping on online orders is now expected from shoppers, as are other incentives, according to the latest Consumer Internet Barometer (CIB), which is produced by the Conference Board and TNS. Over 90 percent of consumers say free shipping would serve as an incentive to spend more online this holiday season, and more than 65 percent say special offers or deals not available in stores would boost their online spending, according to the CIB. Half of holiday shoppers saying they would be willing to spend more if the merchandise offered was available exclusively online. Also, 35 percent say free return postage would increase their online holiday purchases.

"Consumers are clearly willing to increase their online holiday purchases, but only if retailers are willing to offer holiday bargains online that are better than or different from what they are offering in stores," said Lynn Franco, director of The Conference Board Consumer Research Center. "If retailers want to increase their share of the online market, free shipping, exclusivity and bargains are sure ways to get consumers to point, click and order more during the holidays."

But most shoppers are saving their most expensive purchases for offline. Only 5 percent of online households plan to spend over $500 online this holiday season, and 30 percent plan to spend under $100 online. In contrast, 22 percent of online households plan to spend more than $500 in stores, and 16 percent plan to spend less than $100 in stores. The items that most holiday shoppers are looking for online include books, movies and clothing.

The Barometer surveys 10,000 households across the country and tracks who is doing what on the internet.