U.S. Consumers Still Have Half of Holiday Shopping To Do

Half way through December, 10 days short of Christmas and two weeks away from New Year’s, and the average U.S. consumer has completed less than half of their holiday shopping. Many, mostly men, are yet to start their shopping, while senior citizens are by and large done.

Retailers wondering who is yet to walk into their stores, how much shopping is left to be completed, and how to reach them should probably aim for adult men under the age of 65, with a third of them planning to shop online.

A recent research conducted by BIGresearch for the National Retail Federation shows that the average consumer has completed 46.3 percent of their holiday shopping. This is slower buying than last year when 52 percent had completed their shopping by this time of year, despite the tough weather conditions.

The survey also found that 37.5 million consumers have not yet started their holiday shopping. The majority, more than 21 million, are men. Consumers over the age of 65 (12.4 percent) are most likely to be completely finished with their holiday shopping.

Consumers plan to complete their holiday shopping at discount stores (51.6 percent), department stores (46.1 percent), and specialty stores (35.4 percent). A third of consumers plan to complete their shopping online.

Although only 22.7 percent of consumers have already purchased gift cards or gift certificates, the NRF expects that category to be one of the most popular last-minute purchases.

“Stores will be packed for the next two weeks with last-minute shoppers,” predicts NRF President and CEO Tracy Mullin. “The good news for retailers is that it appears consumers have much more of their shopping left to complete.”

NRF continues to project that holiday sales will increase 4.5 percent this year to $219.9 billion.