With only a few more shopping days until Christmas, consumers will be hitting the stores and web to find their last minute gift items. According to the latest Compete Holiday Insights™, as on Dec 12, only 17% of consumers had finished their holiday shopping and a shocking 12% had no even begun! The week of Dec 6 did mark a turning point, though—more than half of respondents (62%) had completed at least half of their holiday shopping.
Gift cards were very popular items to buy that week, showing a 21 percent growth in purchase rate over the week prior and 60 percent growth from the 2 weeks ago. Clothing and shoes as well as toys and games continue to be the most frequently purchased items.
Wal-Mart saw a large bump in shopping, with a little fewer than 60% of respondents purchasing a holiday item from a Wal-Mart store. Target ranks as the second most shopped store and Kohl’s comes in at number three.
Online, Amazon continues to rein supreme. During the week of Dec 6, 52 percent of online holiday shoppers purchased an item from Amazon. Walmart.com has inched its way over the last few weeks to be the second most shopped online retailer, while EBay holds the number three spot.
Stay tuned for a post holiday report when we see where and what last minute shoppers bought to round out their holiday gift lists.
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.