Last-Minute Shopping: A Holiday Tradition Persists

Despite an ever-lengthening holiday shopping season and an omnichannel outreach by retailers that makes gift-buying easier than ever, human nature will out: Many people still apparently put off playing Santa until the last minute.

That’s the core finding of a new survey by the ICSC, which showed that nearly 9 in 10 consumers plan to make buys in the run-up to Dec. 25.

The trade group, which mainly representing shopping-center owners, bases that conclusion on the results of an online survey it conducted December 10-12 with a demographically representative U.S. sample of just over 1000 respondents.

“The final weeks of the holiday shopping season are a critical moment for retailers to entice last-minute shoppers, and this year is no exception,” said Tom McGee, President and CEO of ICSC. “Value may be driving decisions, but price-sensitivity isn’t keeping shoppers away. Nearly nine in 10 consumers plan to shop in the days leading up to December 25, and it’s a particularly important milestone for physical stores, as consumers trust them with last-minute purchases to get gifts in time for the holidays. Retailers must offer a memorable, differentiated experience – not just a product and a price tag – to build long-term loyalty and be a part of holiday plans this year and beyond.”

Other findings from the survey include:

• In-store shopping will remain a staple as delivery deadlines loom, with 88% planning to spend in physical stores, reinforcing brick-and-mortar’s role during the final stretch of the holiday season.
• Shopping centers remain a key destination, with 79% of shoppers planning to visit a retail property, led by Gen Z (89%) and Millennials (86%).

Click here for more from the ICSC survey.