As retailers are offering more discounts and deals the number of shoppers wishing to buy "impulse" gifts for themselves or others is on the rise this season. An exclusive survey for Reuters by consumer research firm America's Research Group revealed that about 46% of U.S. consumers have already purchased an "impulse item" this season.

According to 2 similar surveys conducted earlier in November that number rose from 28% and 38%.

The impulse buying is spurred by attractive prices offered by retailers who have to put discounts on their goods to lure shoppers. About 55 percent of consumers said they found the deals better this year than last year, with only 26 percent saying they appeared to be comparable.

"What this says is, a lot of people have seen something they've bought they weren't planning on," said Britt Beemer, president of America's Research Group. "You have 55 percent of people saying the deals are better this year, which is why the 46 percent made an impulse purchase."

While last week retailers posted their best sales gains in four years in November analysts predict narrowing profit margins as a result of increased discounts.

The survey found that 72 percent of consumers planned to shop in the first two weeks of December, up from about 62 percent last year.

And more people may find a present under the tree for themselves this year, according to the survey.

Respondents said they were twice as likely to buy gifts for more people this year, than less people.

That could add up to a lot more cash for retailers, given that the average spent for a gift is $45, said Beemer.