More than 40 percent of holiday shoppers surveyed expect to finish their holiday gift shopping by the end of the day, according to the annual consumer sentiment survey released by the National Retail Federation and Prosper Insights & Analytics. But the biggest procrastinators will still be buying gifts through Christmas Eve, according to the NRF.
The survey found that 34 percent of holiday shoppers purchased their last gift yesterday. A total of 44 percent expected to be done today, with 24 percent planning to make their last purchases Saturday or Sunday. Seven percent said they will still be shopping on Christmas Eve and 4 percent said their final gift-buying wouldn’t be complete until after Christmas.
According to the survey, 56 percent of holiday shoppers — about 134 million people, up from 126 million last year — plan to shop this weekend on “Super Saturday,” the last Saturday before Christmas. Of consumers who had completed half or less of their shopping, 44 percent said they were still deciding what to buy, up from 42 percent last year.
Twenty-seven percent were waiting for family members to share their requests while 26 percent cited other financial priorities, 25 percent were too busy with other activities and 22 percent admitted being procrastinators.
As of Dec. 12, consumers still shopping planned to make their remaining purchases online (51 percent), at department stores (41 percent), discount stores (25 percent), apparel stores (21 percent), electronics stores (17 percent), local/small businesses (14 percent) and grocery stores (13 percent).
“Last-minute shoppers are looking forward to the weekend this year to finalize their shopping plans before the big day,” Prosper Executive Vice President of Strategy Phil Rist said in a NRF-issued news release. “They are making sure to research everything from shipping deadlines to the best deals. Some are already looking to the days after Christmas to find treasures in the clearance bins.”
The survey found 53 percent of consumers have already purchased clothing as gifts; 38 percent gift cards; 37 percent toys; 32 percent video games, books, and movies; 24 percent food or candy and 23 percent electronics or computer-related accessories.
Experiential gifts such as a cooking class, spa treatment, membership for a wine club or tickets to a sporting event have continued to be popular, with 39 percent of consumers hoping to receive an experience gift and 23 percent planning to give one.
The survey found 42 percent of people said they would wait for a good sale to maximize the value of gift cards, and an equal split of consumers (20 percent) said they would use them as quickly as possible or save them for a rainy day. For consumers who miss next week’s Christmas deadline, 50 percent plan to take advantage of after-Christmas sales in stores, and 45 percent plan to do the same online. The week immediately following Christmas (Dec. 26 – Jan. 1), is an attractive time for many holiday shoppers. More than half (51 percent) said they will shop during that period to take advantage of post-holiday sales, with 27 percent saying they would do so to use gift cards they receive and 17 percent to return or exchange unwanted gifts.
The survey, which asked 6,978 consumers about holiday shopping plans, was conducted Dec. 3-12 and has a margin of error of plus or minus 1.2 percentage points.