Executive Briefings

Retailers Wary of Change in Consumers: Number of Last-Minute Shoppers on Rise

Now that retailers have put their Black Friday and Cyber Monday sales behind them, many are gearing up for another potential holiday season gauntlet: A possible crush of procrastinators hitting their stores and websites at the last minute.

Shawn Dubravac, senior director of research at the Consumer Technology Association, said the group has found customers this year are more inclined to delay their shopping and did not start their research quite as early as they have in previous years.

That change in behavior, Dubravac said, may in part be a reflection of the change in the rhythm of holiday season deals, which are no longer confined to Black Friday but are spread out over several days or weeks.

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Shawn Dubravac, senior director of research at the Consumer Technology Association, said the group has found customers this year are more inclined to delay their shopping and did not start their research quite as early as they have in previous years.

That change in behavior, Dubravac said, may in part be a reflection of the change in the rhythm of holiday season deals, which are no longer confined to Black Friday but are spread out over several days or weeks.

Read Full Article