Procrastinating Consumers Prepare for a Big Weekend of Shopping

More than 33 million shoppers have yet to even start their holiday shopping, according to a National retail federation survey.

According to the survey, conducted by BIGresearch 15.4 percent admit they haven’t even started their gift shopping. Approximately 23 million or 10.8 percent, of shoppers have completed their holiday shopping. Thusfar, the average person has completed 53.1 percent of his or her shopping, compared to 54.6 percent at this time last year.

The survey, conducted Dec. 5-13, found that men are still more likely to end up shopping last minute with 17.8 percent stating they have not begun their holiday shopping, compared to 13.1 percent of women.

“With Christmas falling on a Monday this year, retailers have one more weekend to bring in those holiday procrastinators,” said NRF President and CEO Tracy Mullin. “In the predictably chaotic days before Christmas, retailers will be ready and waiting for the final rush of the season.”

This week is bound to be a big one for department stores, as almost half of shoppers (47.6%) stated they would head to a department store to finish their shopping. One third (33.9%) will shop online and head to specialty stores (33.3%). Only 39 percent of last-minute shoppers will head to discounters to finish their lists, a large drop from the 70.3 percent of consumers who planned to shop at discounters earlier this holiday season.

In addition, department stores continue to bring in young adults, as many of 18-24 year-olds (60.9%) say they will be shopping at a department store this week. Nearly half (47.5%) said they would finish their shopping online and go to specialty stores (45.7%).

Of those who have started their holiday shopping, 44.7 percent said they have already bought books, CDs, DVDs, videos or video games, 47 percent bought clothing or clothing accessories, 37.6 percent bought toys, and 29.5 percent bought gift cards/certificates.