Christmas Day is less than a week away, but some consumers are still chipping away at their lists.
- Consumers said they’d purchased half of the items on their shopping list by early December, while only 10% were completely done, according to data from the National Retail Federation (NRF).
- Over a third (37%) of those with at least half of their shopping left said they were still trying to figure out what to buy and 24% said they were still waiting for family and friends to let them know what they want.
- An estimated 157.2 million consumers will shop the Saturday before Christmas (aka Super Saturday), up from 141.9 million in 2023.
That’s why Walmart, Target, Best Buy, and Dollar General are announcing last-minute holiday deals for consumers seeking the perfect gift.
- Walmart and Target are offering deep discounts on tech, toys, apparel, and beauty and other categories.
- Best Buy’s 25 Days of Deals feature a new deal every day of December until Christmas Eve, while the retailer’s last-minute savings event features deals on brands like Samsung, LG, Bose, and LEGO.
- Dollar General will feature a new deal every day through December 24 on household essentials like paper towels, food and beverage items, and small appliances.
The omnichannel opportunity: Between Cyber Monday and Christmas, consumers are equally likely to shop in-store or online, according to data from PwC. That’s why it’s critical to make it as easy for consumers to browse and buy however they want.
- To ensure shoppers get their gifts on time, Walmart and Best Buy are offering next- and same-day delivery on December 23 and 24, respectively, while Target Circle 360 members can place same-day orders through 3 pm on Christmas Eve.
- In addition, the three retailers have beefed up their buy online, pick up in-store (BOPIS) and curbside services for on-the-go shoppers—a smart move considering BOPIS orders will double the weekend before Christmas, representing nearly 40% of all online orders, per a Salesforce prediction.
Mobile shopping will also play a big part in last-minute shopping.
- Some 83% of online traffic and 76% of online orders will come from mobile devices between December 23 and 25, according to Salesforce.
- Best Buy’s AI-powered Gift Finder, exclusively available via the retailer’s app, provides consumers with personalized recommendations via pre-generated or user-generated prompts.
The bottom line: Retailers should make every minute count and keep those deals coming through the end of the year.
- Best Buy, in particular, may benefit from a late-season boost—we forecast the retailer’s US holiday ecommerce sales will drop 5.7% this year, totaling $4.27 billion.
- Target’s holiday ecommerce sales will rise 4.3% to reach $5.87 billion, while Walmart will grow its holiday ecommerce sales 9.7% to reach $21.56 billion, second to only Amazon’s $112.23 billion in ecommerce sales.
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