Since mid-September, our partner, CivicScience, has been polling U.S. adult consumers on their holiday shopping progress. Retailers’ sales offerings that launched earlier in November provided some incentive for consumers to start shopping sooner. As of the first week in November, 30 percent of adult holiday shoppers had started purchasing gifts.
Mid-November seemed to be the time frame when consumers really start making progress on their holiday shopping lists: starting on November 9, we've seen a steady increase in the amount of consumers saying they are about halfway done or almost done with their holiday shopping.
And the major sales events of Thanksgiving Day, Black Friday, and Cyber Monday collectively worked to really kick holiday shopping into gear. As of December 6, 63 percent of about 2,000 adults who plan to holiday shop had finally started their purchasing—a huge jump from the 48 percent leading up to the Thanksgiving shopping weekend.
As of December 13, 27 percent of consumers told us they hadn’t even started their holiday shopping yet, and another 29 percent are less than halfway done. Now, with less than one week until Christmas, 39 percent of consumers still have a good deal of shopping to do.
For more on Cyber Monday shopping, read CivicScience's full analysis here.
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