90 Percent of Holiday Shoppers Are Still Shopping
December 16, 2015
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Though millions of people got a jump start on holiday shopping this year, millions more still have a lengthy list to finalize. According to the National Retail Federation’s final consumer holiday spending survey of the season, the average holiday shopper has completed 53.5 percent of their shopping, similar to the 52.9 percent seen this time last year.

Approximately 10 percent of holiday shoppers say they are finished – or 22.6 million people; that means 90 percent of holiday shoppers still have gifts, food, décor and/or other holiday items to buy.

The biggest reason people say they have waited to shop? They are still trying to figure out what to buy: 44.8 percent said they are still weighing their choices between gifts. Additionally, 28.8 percent said they wait until mid to late December because their friends and family haven’t given them enough ideas as to what they want and 22 percent are waiting for the best deals on holiday merchandise. One in five (20.8%) admit they are simply just a procrastinator.

“While we witnessed an early start to the holiday shopping season and an extraordinary Thanksgiving weekend, some of the busiest shopping days of the year are still to come,” said NRF President and CEO Matthew Shay. “We expect retailers will be competitive on price and value options in the final stretch, including extended store hours and in-store events, as well as online deals and free shipping offers. Even an unseasonably warm winter cannot keep last-minute shoppers from putting off their holiday purchases anymore.”

When asked when they believe they will purchase their last gift, one-third (33.4%) said sometime before December 18, though 10.2 percent are planning to wait until December 23.

Nearly half of holiday shoppers polled will head to a store the week after Christmas

For retailers and consumers alike, the holiday season doesn't end on December 25. In fact, for many consumers the week after Christmas is more than just an opportunity to exchange that sweater from grandma. According to the survey, two-thirds (65.9%) of holiday shoppers said they are planning to shop – both browsing and buying – retailers' after-Christmas sales. Specifically, 47.2 percent of shoppers said they would shop at a store and 43.1 percent will shop online that week. Nearly six in 10 millennials (18-24 year olds) will shop that week, both in stores (59.2%) and online (59.3%).

With just two weeks to go, millions of smartphone and tablet owners are still planning to use their go-to shopping aides to research gift ideas, compare prices, look up store information and in-store availability and redeem coupons at purchase. According to the survey, 35.4 percent of smartphone owners and 38.2 percent of tablet owners will use their devices to research products and compare prices. Another 19.8 percent of smartphone and 26.4 percent of tablet owners will actually purchase a holiday item with their devices. And15.8 percent of smartphone and 16.2 percent of tablet owners will look up in-store availability of out of select holiday items.

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