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Retail

Retail Industry Won’t Be Saved by Last Minute Shoppers

Photo of Douglas A. McIntyre
By Douglas A. McIntyre Published
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As Christmas Day approaches, struggling retailers hold out hope that people who have not done holiday shopping earlier in the season will stream through their doors to improve their fortunes at the last moment. New research shows that will not happen. Retailers who need a last boost of sales won’t get one.

A study by research firm NPD shows:

The Holiday 2017 shopping season will be the first when more U.S. consumers will start shopping in the middle of the season (Thanksgiving weekend through Cyber Monday) than will start late in the season (i.e. early December), reports The NPD Group, a leading global information company. According to NPD’s 2017 Holiday Purchase Intentions Survey, getting a late start to the holiday shopping season has become less prevalent over the last 10 years.

The culprit is that retailers have stolen their own late holiday sales as they have pushed discounts and promotions forward to Thanksgiving and Black Friday.

[nativounit]

To compound the problem, both early and late shoppers will crowd the internet as they shop without leaving their homes or offices. E-commerce shoppers can buy on Thanksgiving or on December 23, if they are willing to pay for overnight shipping to get their packages by the 24th.

There will be no late holiday surprise for retailers this year.

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Photo of Douglas A. McIntyre
About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.

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