Shoppers still shopping, so keep on promoting


Coupon company Eversave says that there is a lot of buying yet to be done this holiday season. Few shoppers are finished, and a sizable number haven’t even started yet. That means that merchants who want to participate in the last-week frenzy before 12/25/10 should keep their message on the air.

According to Eversave, over a third of prospective holiday shoppers – 35% — have not yet walked into a store or queued up an etail website. And another 18% just started, meaning that just over half of the market hasn’t really made its contribution to this season’s cash take yet.

“We’re down to the final days of the holiday shopping season and fifty-three percent surveyed either haven’t started or are in the early stages, so there are still lots of opportunities for merchants to drive sales and bring in new customers with last minute holiday promotions,” said Jere Doyle, President and CEO of Prospectiv. “Daily deal promotions can be a great way to get the attention of last minute shoppers as well as those shoppers hungry for deals immediately following the holidays. We conducted another survey in November finding that 88 percent of consumers planned to use or would consider using daily deal sites for holiday shopping.”

Eversave says that according to its information, a good bit of traffic can be expected to continue right up to the bitter end – and beyond. It wrote, “Who shops the day before Christmas? More people than you think! Consumers responding to Eversave’s survey also shared their holiday shopping habits, including how far down to the wire they’ll go when purchasing holiday gifts. Fifty-two percent surveyed said they have purchased a holiday gift as late as the day before Christmas, 13 percent have bought gifts on Christmas day and 18 percent surveyed brazenly admitted purchasing belated gifts after Christmas.”