Eat another Christmas cookie if this news surprises you: The biggest procrastinators this holiday season are men. The National Retail Federation (NRF) conducted a survey to discover this. They could have save a lot of time and a chunk of change if they had just called me.
Any time prior to Christmas morning is soon enough for most men I know to prepare for the big day. This is thanks to the women in their lives who make sure gifts are bought, the house is decorated, the Christmas cards are written, addressed and mailed, the cookies are baked, and the stockings are hung by the chimney with care.
Anyway, the NRF’s 2007 Holiday Consumer Intentions and Actions Survey found that nearly one in five men — that’s 19.4 percent — had yet to begin their holiday shopping. (Hey, there’s a whole week left. Who’s worrying?) Nearly 14 percent of women hadn’t yet started their Christmas-buying engines, nor had 17.6 percent of young adults, ages 18-24. (This latter is because the members of this age group haven’t yet weaned themselves from their dependency on Mom doing it all.).
Surprise or not, the results of this survey should bring smiles to the faces of retailers because it means a whole lot of people will be buying Christmas gifts this week.
Retailers can capitalize on all this procrastination, according to the NRF, by expanding employee schedules, keeping the shelves stocked and extending store hours.