Better Late Than Never

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A full 41% of the 13,472 online shopping consumers polled from Nov. 17 to Nov. 30 in the fourth annual winter holiday survey from PriceGrabber plan to shop between Dec. 21 and Dec. 24 for gifts.

When asked why they planned to shop so late, 43% said that the best discounts could be found. Another 43% indicated that they were too busy to finish holiday shopping any earlier; 26% were admitted procrastinators; 22% thought it was fun to do last-minute shopping; and 10% were waiting for year-end work bonuses to begin shopping.

“After observing the increase in activity and sales of the Black Friday and Cyber Monday shopping season this year, we expect to see a significant percentage of consumers seeking to prompt retailers to offer additional savings throughout December,” says Graham Jones, general manager of PriceGrabber, a division of Experian. “Savvy shoppers saw retailers rolling out discounts as early as the week before Thanksgiving this year, and they are staying on top of last-minute incentives that are certainly on the horizon in the coming weeks.”

So what types of gifts will these late-in-the-season shoppers snag? A full 53% of those polled intend to purchase both big- and small-ticket items; 31% will buy items under $100; 10% will purchase all of the holidays gifts on their lists; and 6% will buy items priced more than $100.
The survey further revealed that 27% of shoppers are turning to sites such as Groupon and LivingSocial for last-minute gifts.

And surprisingly, 9% of all shoppers were willing to wait until January 2012 to find the best deals overall.

So keep an eye out for those last-minute bargain shoppers! Make sure your inventory is stocked with both great under-the-tree indulgences and stocking stuffers too. Merry Christmas and Happy New Year!

Shelley Moench-Kelly

[Image: thinkstockphotos.com/iStockphoto]