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Study: many shoppers waiting until after Thanksgiving to purchase holiday gifts

November 12, 2013

This year, many shoppers will be waiting until after Thanksgiving before they even begin considering what gifts to purchase during the holiday season.

This year, many shoppers will be waiting until after Thanksgiving before they even begin considering what gifts to purchase during the holiday season. When they do purchase those gifts, additionally, they’ll likely be doing so via online credit card terminals.

Less than 15 percent of shoppers have already begun purchasing their holiday gifts, according to a recent study from Burst Media. In fact, 40 percent of respondents noted that they plan to start their holiday shopping after Thanksgiving, suggesting that retailers should be prepping their credit card payment processing terminals and holiday decorations for the day after Thanksgiving. 

Burst also found that mobile devices will play a major role in the gift-purchasing process for many shoppers. More than 45 percent of respondents plan to use smartphones to go online and shop for holiday products, while 41.3 percent of respondents plan to use tablet devices for the same purpose. Roughly two out of every five shoppers, additionally, will use a mobile device will inside a retail store location to aid them in a variety of shopping activities.

More than one-quarter of shoppers even noted that they like to shop online because it provides them with a relaxed shopping experience, according to Burst’s findings. For many retailers, it’s becoming clear that offering online sales opportunities are necessary to remain competitive in the current market.

Anirban Basu, an economist, told a CBS Baltimore affiliate that many retailers are turning to online payment processing terminals to help them earn an edge over their peers. 

“It’s about market share,” Basu told the news outlet. “It’s about trying to capture those group of Americans that like to get this work done in November. It’s just a very, very competitive world out there and the sooner you can attract those customers, the better.”

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