Barry Ritholtz would like to rein in the hype about holiday spending. And not just this year. But every year. At least until we focus on some measurements that are reliable. Ritholtz points out that much of the reporting on holiday sales at this time of year is based upon consumer surveys. And those surveys have shown to be way, way off. From Ritholtz's most recent Washington Post column: When you conduct a survey, you are asking people to say what they plan to do. Hence, what you learn is what they believe about their future behavior. We are an unreliable bunch. If you want to learn how much people actually spent, you need to measure that at the cash register. History has shown again and again that there is little correlation between our expectations and our actions. Yes, we want to save more for retirement, lose weight, get into shape. We say so each January. And by February, you will discover the yawning chasm between intentions and action. So when those breathless retail sales surveys were released, we had no idea as to whether, and by exactly how much, sales might climb. The most that could be accurately said was that more people appeared to be in stores on Black Friday 2011 than in 2010. Indeed, that can be explained in part by the unseasonably warm weather around the country; as well as the extended store hours (including midnight Thanksgiving Day). How far off have these surveys been in the past? Enormously. In 2005, based on a survey on Black Friday and Saturday, the NRF forecast a 22 percent increase in holiday shopping gains for the Thanksgiving weekend. The results? Up just 1 percent. The National Retail Federation has been especially off in their projections. On his The Big Picture blog, Ritholtz shows just how far the NRF projections have been: Read Ritholtz's Washington Post Column, Did Black Friday save the season? Beware the retail hype , here . Read Humans Are Awful at Predicting Their Own Behavior at The Big Picture , here .