Dec. 15, 2023
OTTAWA, CA – Shopify recently teamed up with Gallup to investigate holiday shopping patterns. The professed goal is to “reap the benefits of all the procrastinators who’ve left their shopping til the last minute.” The conclusion; There are lot of those people and they are ready to spend a considerable amount of money.
“We’ve reported all season about deals starting sooner and holiday shopping creeping earlier,” wrote officials in an article dubbed Procrastination Nation. “But even with that being true, nearly half (49%) of holiday shoppers in the U.S. say they still plan to do the bulk of their holiday shopping in December. That’s according to the latest Shopify-Gallup Holiday Shopping Pulse, series of surveys of U.S. consumers throughout the season.”
Of the 1,888 people Shopify/Gallup surveyed in November, 16% said they wouldn’t even start until December. That figure was nearly twice as high for men (21%) as it was for women (11%).
“Younger shoppers are more likely than older shoppers to wait, with 53% of those under age 50 saying they’ll do all or most of their shopping in December,” Shopify revealed. “That compares to 44% among those 50 and older. The top reason those younger shoppers cite is a practical one: they need enough money to buy gifts. By contrast, men who wait until December to start their holiday shopping say the main reason (31%) is because they procrastinate (hey, Shopify was built on tight timelines and late nights, so we get it). The second biggest reason (23%) is that they simply prefer to shop in the month when the holidays fall.”
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