Tactics to Reach Last-Minute Shoppers
Power shoppers, the report points out, usually start shopping in early to mid-December as a result of “planned procrastination." Many of these shoppers don't have the money until later in the year (when bonuses kick in, for example) or try to avoid shopping in the busy period around Thanksgiving.
Regardless of their motivations, power shoppers must actively shop over a shorter period of time, the report says. But starting early in December still allows for somewhat more planning and strategy to their shopping process than the next group, panic shoppers.
Panic shoppers start their shopping in mid to late-December knowing full well that they’re up against the clock, the report finds. Regardless of their motivation for putting themselves in that position, they work with even fewer options and have less time than power shoppers.