As the holiday shopping season enters its final days, new data
from CivicScience suggest the window for influencing consumer behavior is narrowing, but not closed.
About 60% of U.S. shoppers said they were at least halfway finished with their holiday purchases during the week of Dec. 14 to 18, up eight percentage points from the prior week, according to the firm’s ongoing holiday tracking.
That leaves a smaller pool of last-minute shoppers, but one that is increasingly time-pressed, financially cautious and receptive to the right messaging, creating both urgency and opportunity for advertisers.