Here come the late holiday shoppers – our survey reveals who they are
A Shopify-Gallup survey finds nearly half of U.S. holiday shoppers will do most of their purchasing in December, with younger consumers and men more likely to delay. In-person shopping preferences rise in December, prompting merchants to rely on Shopify POS solutions.
Nearly half of U.S. holiday shoppers plan to complete most of their gift purchases in December, according to the Shopify-Gallup Holiday Shopping Pulse survey conducted in November. The survey of 1,888 U.S. adults found 49% of respondents intend to do their holiday shopping primarily in December, with 16% not starting until that month. Younger shoppers under 50 are more likely to delay, with 53% planning to shop in December compared to 44% of those 50 and older.
Men are nearly twice as likely as women to delay holiday shopping until December, with 21% of men versus 11% of women reporting they won’t start until then. Among men who procrastinate, 31% cite procrastination as the main reason, while 23% prefer shopping during the holiday month itself. Younger shoppers cite financial readiness as the primary factor for waiting, reflecting budget constraints as a key consideration in their decision-making process.
In-person shopping gains popularity in December, with 56% of surveyed shoppers indicating they are more likely to shop at physical retail stores during the month. Shopify POS solutions, including the POS Terminal and POS Terminal Countertop Kit, help merchants manage increased transaction volumes and foot traffic. Retailers like BR Home, Oak + Fort, and Paige rely on these tools to maintain operational resilience during the busy holiday season.
Late holiday shoppers present a significant opportunity for retailers, particularly as last-minute buyers seek convenience. Beauty Strike founder Emani Jeter notes a surge in gift certificate and bundle sales in late December, with many male customers seeking last-minute advice. Indi Chocolate’s Erin Andrews reports a spike in customers on Christmas Eve, often young or middle-aged men in a rush, prompting the store to prepare additional ready-to-grab gift sets to meet demand.