As small business owners wrap up an intense Black Friday and Cyber Monday season, they should brace for a significant wave of late holiday shoppers. According to the latest Shopify-Gallup Holiday Shopping Pulse, a substantial portion of U.S. consumers, nearly 49%, intend to do most of their holiday shopping in December. This trend presents a unique opportunity for small businesses to capitalize on the late shopping surge.
The survey, which included 1,888 U.S. adults, revealed some intriguing insights. Notably, 16% of participants admitted they wouldn’t begin their holiday shopping until December, with a striking gender divide: 21% of men versus 11% of women. Additionally, younger shoppers, particularly those under 50, are more prone to delay their shopping, with 53% stating they’ll do most or all of it in December. This behavior is primarily driven by financial considerations, as younger shoppers often need to accumulate enough funds to buy gifts.
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