Understanding Late Holiday Shoppers: How Brands Can Leverage Consumer Psychology to Capture Last-Minute Buyers
In the frenzy of holiday shopping, it's tempting to assume that consumers all follow the same path—planning ahead, making lists, and ticking off gifts as early as possible. But in reality, a significant segment of shoppers operates differently, and many brands miss out on the opportunity to connect with them effectively.
Some consumers prefer—or are predisposed by behavioral patterns—to shop later, making decisions closer to deadlines. Identifying and targeting these last-minute shoppers can be a powerful way to differentiate your brand and optimize holiday sales.
The Psychology of the Last-Minute Shopper
Research shows that procrastination and impulsivity are key factors behind late shopping behaviours, often rooted in personality traits.
A recent 2021 highlighted that certain personality types, particularly those with high levels of openness and impulsivity, are more likely to delay purchasing decisions.
These consumers may experience heightened emotional reactions to holiday shopping, such as feeling overwhelmed by too many choices or seeking the excitement of spontaneous purchases. For them, the thrill of the “deadline effect”—the urgency of shopping just in time—adds a layer of enjoyment to the experience.
Behavioural patterns such as these are especially pronounced among younger consumers, particularly Millennials and Gen Z, who report a preference for shopping when the seasonal ambiance is at its peak. This insight underscores the importance of reaching last-minute shoppers not with early-bird promotions but with messaging tailored to their need for speed, convenience, and experience.
Identifying Last-Minute Shoppers
Using consumer psychology and behavioral data analytics, brands can pinpoint last-minute shoppers by observing several tangible patterns and behaviors, allowing for more strategic, real-time marketing.
Analyzing Purchase Timing and Patterns: Purchase history provides rich clues to a shopper’s holiday rhythm. Those who made December purchases in prior years, especially within the last two weeks before the holidays, are likely to repeat this pattern. Further, identifying “surge” purchases (multiple items bought at once) can indicate last-minute buying behavior. Leveraging this data, brands can preemptively send these customers exclusive “quick buy” promotions or reminders to secure desired items before stock runs low.
Device Usage Patterns: Mobile shopping dominates with late buyers who often prioritize convenience and speed. Tracking increased mobile traffic—especially during high-convenience hours, such as lunch breaks or late evenings—provides an opportunity to target mobile-friendly, fast-checkout offers and “buy now, pick up in store” options. This allows these consumers to complete purchases quickly and sidestep the potential stress of in-store shopping.
Browsing Patterns and Frequency: Late shoppers often begin browsing heavily in early December, with sessions increasing in frequency but not length. By monitoring traffic data, brands can spot these visitors by their pattern of shorter, repeated visits, signaling they are exploring but not yet committing. Segmenting this group for tailored ads—highlighting gift ideas or "ready-to-ship" items—can prompt faster decision-making.
How Our Expertise Enhances Your Holiday Strategy
At IB, we use consumer psychology and data analytics to help brands make these nuanced, evidence-based adjustments to connect with every segment of the holiday shopper spectrum. From identifying late shoppers to designing targeted promotions and incentives, our insights empower brands to tailor each touchpoint, ensuring no potential sale slips through.
Let us help your brand not only reach but resonate with every type of holiday shopper this season, creating memorable, high-impact experiences that build lasting loyalty.