There are a lot of reasons given by those who are not yet done with this year’s gift-buying spree – bargain hunting, procrastination and more – but the fact remains that there is still money to be had out there.
PriceGrabber did the survey, and it says that 41% of consumers are not done shopping, and will still be active shoppers during the final week of 12/21-12/24.
Retailers should know that many are expecting to find bargains out there – 43% of the 41% said that. But there were lots of other reasons for the late-shoppers: 43% said they’ve just been too busy; 26% admit they are procrastinators; 22% think its fun to wait until the last minute; and 10% are waiting for their year-end bonus to kick in.
“After observing the increase in activity and sales of the Black Friday and Cyber Monday shopping season this year, we expect to see a significant percentage of consumers seeking to prompt retailers to offer additional savings throughout December,” commented Graham Jones, general manager of PriceGrabber. “Savvy shoppers saw retailers rolling out discounts as early as the week before Thanksgiving this year, and they are staying on top of last-minute incentives that are certainly on the horizon in the coming weeks.”
RBR-TVBR observation: What all this means to broadcast sales staffs is that they should continue to put the pedal to the metal and get retailers and etailers to make a few last minute buys of their own – off your station’s unclaimed air time inventory shelf.