With consumer confidence at the lowest levels ever, shoppers are looking for the best prices this year. Wal-Mart has announced it will be lowering prices every week until Christmas, and a new Rasmussen Reports survey shows that 56% of adults will take advantage of the superstore’s lower prices this holiday season.

But nearly a third (31%) say they are not likely at all to shop at Wal-Mart.

Men (67%) and women (71%) under age 40 are much more likely to shop for Christmas gifts at the mega-store this year than men (48%) and women over 40 (55%).

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Although Wal-Mart has been criticized in some quarters for the quality of its goods and its impact on local businesses, 62% of adults say the lowest price is more important than where they buy something (24%).

Women (67%) tend to go for the lowest price more than men (57%). Thirty percent (30%) of men say they go to a store for its name and appeal rather than for the lowest price. Only 20% of women do the same.

The majority (63%) of adults say having a Wal-Mart in the neighborhood is good for a community. Just 20% say a local Wal-Mart is bad for the community. Women (66%) like having a local Wal-Mart slightly more than men (59%).

Finally, half (50%) of all adults say they have read, seen or heard recent news stories about Wal-Mart. Thirty-eight percent (38%) have not.

Overall, 61% of adults have a favorable opinion of the superstore—25% Very Favorable. Thirty-five percent (35%) hold an unfavorable opinion of Wal-Mart, including 11% who say their view is Very Unfavorable. These numbers are comparable to a survey on Wal-Mart two years ago.

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