Survey finds 40% of shoppers leave their Christmas purchasing until last minute
The UK is a nation of last minute present purchasers, with two in five shoppers admitting they leave their Christmas shopping until the week before the big day, according to new research.
A survey conducted by Censuswide for Europe’s leading payments provider Klarna found that 45-54 year olds are most likely to leave their shopping until the last minute, while nearly 40% of millennials have their shopping done and dusted at least three weeks in advance.
Last minute sales are a golden opportunity for retailers, as late shoppers are more likely to impulse buy and snap up deal. The week leading to Christmas is a prime time for brands to reach shoppers with targeted offers and inspiration, says Klarna.
Fashion items are at the top of the list for those leaving their gift shopping until the last moment with 40% choosing to buy clothes and shoes as presents. These shoppers are also more likely to gift beauty products, stocking fillers and money, suggesting they prefer smaller, cheaper and easier gifts.
Convenience is also important for last minute shoppers with 34% of those surveyed saying they would prefer to shop with a merchant if checking out is quick and easy. And for retailers looking to increase customer spend, the survey suggests adding more flexible payments options.
Both early and last minute shoppers agree that options such as buy now pay later or pay after delivery would make them more likely to shop with a merchant. This means that by offering more flexible payment opportunities, the total uplift in sales for UK merchants over the festive season could reach £2.3bn.
Luke Griffiths, UK General Manager of Klarna said, “While the frenzy of Black Friday may be over, there is still plenty of opportunity for retailers to capitalise on festive spending, particularly online. Merchants are in a great position to lessen the Christmas shopping burden and appeal to these last minute shoppers with targeted offers, a streamlined, hassle-free experience and flexible payment options.
“By understanding the needs of different shoppers during the festive period and optimising e-commerce offerings, retailers can gain competitive advantage and give Christmas sales a welcome boost.”
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