The latest Rasmussen survey of the progress of American holiday shoppers shows that a mere 22% of them have completed the task. And here’s a stat that may inspire retailers sitting on the fence about advertising: fully one third have not even started. While that fact that there is still action to be had can be a silver lining, the cloud it surrounds is still there, in the form of a mere 12% planning to increase spending over last year while 62% say they plan to cut back.
RBR/TVBR observation: Here’s another silver lining for local broadcasters, in our estimation. Brick and mortar outlets do not require any lead time for shipping as do internet and mail-order/catalog operations, so the longer consumers put off getting started, the better it is for local businesses. That’s news you may wish to share with your own local retailers.