NEW YORK — Half of American adults plan to shop online this holiday, up 15 percent from a year ago — the biggest leap for any channel. On average, people are budgeting $710 for seasonal spending, up 9 percent from 2002. And apparel again is likely to win dollars from the most holiday wallets, but see a stiffer challenge from electronics.

Those projections were made by market researcher Brand Keys Thursday, based on interviews with 16,000 adults, in the country’s nine Census regions, who were asked questions about 31 industries and 189 brands.

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