Just over half (55%) of U.S. consumers plan to have their holiday gift shopping finished by Dec. 20. According to the annual survey by the National Retail Federation (NRF) and Prosper Insights & Analytics, 6% of shoppers will still be hunting for gifts on Sunday, Christmas Eve, and 5% won't get their final gifts purchased until after the big day.
Despite the early start to holiday shopping, millions of consumers are leaving gift-buying to the last minute. According to NRF President and CEO Matthew Shay, stores will be packed this weekend, but those ordering online should probably choose in-store pickup to make sure the gifts arrive on time.
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About 53% of consumers, which is 126 million people, plan to shop on "Super Saturday," the last Saturday before Christmas.
Of the consumers who have completed less than half or half of their shopping, 42% said they were still trying to decide what to buy, while 26% cited financial priorities or being too busy for their purchase delay.
As of Dec. 12, 51% of shoppers were planning to purchase online, 41% at department stores, 26% at discount stores, 21% at clothing or accessory stores, 18% at electronics stores, 14% at small businesses, and 14% at supermarkets.
If consumers miss the Christmas deadline, 47% will take advantage of after holiday sales and 46% will do the same online.