This was suppposed to be the year of the “Green” Christmas.

Groups from consulting firm Deloitte to nonprofit environmental group Conservation International published surveys saying Americans were looking for eco-friendly gifts for the holiday season.

According to a survey commissioned by Deloitte, 18 percent of respondents said they would purchase more eco-friendly products this holiday season than in the past, and 17 percent said they will shop at more green retailers.

A survey conducted by Conservation International found that 53 percent of Americans would prefer to receive green gifts this holiday season compared to a traditional gift of equal value. 43 percent said that they plan on giving green gifts during the holidays. 

But U.S. retailers do not seem to be placing a big emphasis on green this holiday season outside of their Christmas decorations.

Thick catalogs continue to clog mailboxes, store personnel keep handing out free gift boxes, and plastic bags are everywhere. 

There is little to no signage in stores emphasizing eco-friendly products, beyond those at select chains known for their environmental thrust. 

What gives? 

Well, as retailers fear shoppers may clamp down on holiday spending in the wake of higher food and fuel prices, the slowing U.S housing market and the credit crunch, they are loath to do anything to turn off their clientele. They certainly don’t want to make them think twice about buying that extra sweater or new TV because of its environmental impact.

And according to Marshal Cohen, chief industry analyst at research firm NPD Group, the “green” movement has already browned out.

“It’s basically a card that a lot of people played while it was hot and trendy,” he said. “And it got overplayed.” (Read full story here)

(Photo: Reuters)