retail

Star Wars, Free Shipping Dominate Sprint To Finish Line

With few shopping days remaining and warm, wet weather dampening much of America’s Christmas spirit, retailers are trying to tempt shoppers with choice “Star Wars” offerings, extended hours and plenty of free shipping.

The stakes are high, with close to three-quarters of people saying they haven’t quite finished heading into Super Saturday, according to the American Express Spending & Saving Tracker. And the International Council of Shopping Centers predicts the weekend will draw 112.8 million shoppers, with 92% of them shopping in physical stores. Its research finds that going into the final weekend before the holiday, people had, on average, 44% of their shopping left to do. And deals are a big part of the holiday math this year, with 57% saying promotional pricing is likely to impact what and where they buy.

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Retailers know that, and are doing backflips trying to win those last minute sales and stand out from one another with different offers. Macy’s, for instance, is selling things like Star Wars slippers ($46), but also adding “Macy’s Money” incentives tied to spending, with consumers getting $10 when they spend between $50 and $75. Walmart is adding new Star Wars toys to assortment, and eliminating its purchase-price threshold for free shipping. Target is offering 10% off gift cards. And Best Buy is offering free shipping for products ordered by the morning of Dec. 22.

And while most stores will close at some point on Christmas Eve, the bargain hunting isn’t likely to end then. New research from the American Express Spending & Saving Tracker reports that more people intend to shop on Dec. 26 than on Black Friday, with 66% of those in its research planning to do so (up from 64% last year), although they’ll spend an average of $18, a little less than $192 last year.

More of them plan to treat themselves to something (38% versus 34% in 2014); and slightly fewer to redeem gift cards (25% compared with 26% in the prior year.)

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