If you are planning a do-or-die mission to the shops on Christmas Eve,
you should bear in mind that 22% of consumers have had the whole nasty
business over and done with since October 8.
And as you open your stocking on Christmas Day, remember that 4% of
consumers ask someone to buy a present for their partner on their
These unsettling statistics emerge from a new study into Christmas
shopping habits conducted for Initiative Media by Research Services.
Parents buying presents for children are some of the earliest to get the
Christmas shopping out of the way, with 16% saying they had bought or
chosen all their children’s presents by the start of November. Men, many
of whom favour the Christmas Eve dash option, are hopeless at buying
children’s presents; one in seven leaves this task to someone else.
Women are the most organised, with 37% having started their shopping by
the beginning of November, compared with 18% of men. Chocolates, wines
and spirits are last-minute purchases, says the report, which observes
that toy ads peak in November.
See Feature, page 25
This article was first published on Marketing