79% of US shoppers have left their holiday shopping to the last-minute. In addition, they plan to finish buying gifts for loved ones within two weeks of Christmas. According to Klarna, which surveyed over 40,000 Klarna shoppers across the United States to understand what last-minute Christmas shopping looks like this year.
Klarna also revealed that 64% of last-minute shoppers plan to do the last of their Christmas shopping in-store despite COVID-19. In addition, 55% of last-minute shoppers plan to purchase gifts online even if those items won’t be delivered by Christmas Day. Men (64%) are more likely than women (53%) to do this.
Younger generations will also shop in-store
“Klarna’s Last-Minute Christmas Shopping Survey has uncovered many interesting consumer shopping trends for retailers to consider as we count down to the holidays, including that the majority of US shoppers plan to shop in physical retail stores for last-minute gifts this year,” said David Sykes, Head of US at Klarna. “This is consistent across all age groups, including the digitally-inclined younger generations such as Gen Z and Millennials, and illustrates how valuable the in-store shopping experience is, even in today’s current climate.”
67% of Gen Zers plan to shop in-store at the last-minute. In addition, 64% of Millennials have also said that they plan to shop in-store last-minute. Furthermore, 63% of Gen Xers, 58% of Baby Boomers and 57% of the Silent Generation also plan to shop in-store at the last-minute.
Shopping small and independent brands
Only 26% of Silent Generation shoppers and 34% of Baby Boomers said they are shopping small and independent brands this year. On the other hand, 45% of Gen Zers and 43% of Millennials are shopping small and independent brands this year.