Are the French procrastinators? That’s what a recent study by Ankorstore (a platform that connects retailers and brands) suggests. Almost 65% of consumers wait until the last moment to finalize their gifts. A key period for retailers.
This survey was carried out by YouGov. 2018 people were questioned between October 16 and 17, 2023.
According to the figures, more than half of the French population is completing their Christmas shopping at the last minute. “Among them, more than a quarter (27%) are regular last-minute shoppers,” comments Ankorstore. “These figures may seem surprising when you consider that the French tend to be cautious, starting their shopping two months before D-day (39%) or at least a few weeks before the fateful date (37%).”
This means that a proportion of the population will complete their purchases on December 24.
What are the reasons why people don’t fill their sacks early?
49% of the panel say they have trouble finding the right idea, and 37% say they don’t have time to shop. Some forget to do it at all (29%), while others wait for the ultimate discounts (29%).
“These figures should be seen in the context of the financial stress associated with Christmas shopping, which affects more than one French person in two. Last-minute purchases can nevertheless be a chosen mode of consumption in almost one in five cases (18%).”
A major time for independent retailers
Another finding of the study …
