Shopping Savings

WASHINGTON, DC (WUSA) -- Before you hit the mall to buy that birthday gift, let your fingers do the walking online.

Consumer Reports checked out 100 sites of the largest retailers to find the best high-tech shopping tools for bargain hunters.

Sign up for email alerts from your favorite store and get messages about sales special offers and discount coupons offers, even on your cell phone.

"But you might want to limit the number of alerts you sign up for or you can easily get overloaded with messages," says Consumer Reports' Greg Daughtery.

Sites like iStores.com lets you link to a directory of retailers which connects to each store's specials. Tech savvy shoppers can download PriceAdvance.com and get automatic pops of competitors' prices.

And when it comes to shopping online for clothes, a Consumer Reports' survey 85 percent of us are very or completely satisfied with the experience while only 7 percent were not. The best sites offer a size guide, customer reviews and zoom in features.

Tod Marks says, "Shopping was a snap for most people. But one problem that seemed to be persistent in one out of four purchases is shipping costs. They weren't revealed until the customer was ready to check out."

J.Jill, Victoria's Secret and QVC had the highest shipping costs. L.L. Bean and Land's End were standouts for clothes shipping as well as Zappos. They have a no-charge return policy.

You've seen the commercials for lipsticks that claim to last anywhere from 8 to 16 hours. Panelist tried Estee Lauder's $24 Lip Duo to the less expensive L'Oreal Infallible Lipcolour, Cover Girl Outlast All Day and Maybelline's Super Stay Lipcolor. So, which brand had the most staying power and saves you money?

ShopSmart says skip the $24 Estee Lauder lip color and opt for any of the brands priced at around $9.

Speaking of brands, which of your favorite products would you be willing to give up or switch to a generic one. Forty-eight percent of women say they often buy the brand they grew up with. But 68 percent say they would switch to generic over-the-counter medications, and 67 percent for eggs and milk.

"We test a lot of store brands. And over the years, we found they can be almost as good or even better in some cases than brand-name products. And, they save you money," says ShopSmart's Lisa Lee Freeman.

For instance, store brand dishwasher detergents from Wal Mart and Target did as well cleaning dishes as brand-named detergents, but they cost a lot less. Surprisingly, 71 percent of women said they wouldn't buy anything other than their pet's favorite brand of food.

Other well-known brands women are less willing to switch, cosmetics and personal care items.