Drowning Out the Noise: Online Consumer Shopping Before Christmas Eve
The time of feigned amazement that online holiday shopping is outpacing brick-and-mortar shopping is long past. Consumers will still crowd the mall on weekends between Thanksgiving and Christmas, but they probably will spend more online than at the mall.
With free shipping, increased selection and more online competition, it seems like the only reason to visit the mall during the holiday season is for fun. Some people like crowds and standing in long lines for Santa.
Same Deal, Different Year
One actual surprise this season is the lack of doom and gloom for retail sales predictions. CNBC reported Thanksgiving and Cyber Monday sales kind of canceled each other out. So despite the brick-and-mortar “slump” as reported each December, things aren’t that bad.
Don’t worry. When the real holiday sales and revenue numbers appear in January, experts will be amazed at the surge as usual. All that advice about making a list and checking prices online before hunting for a parking spot at the shopping center must be paying off.
Part of the reason for the lack of a Black Friday surge is shoppers know retailers aren’t really lowering prices just for sales events. Why wait until Cyber Monday to buy a pair of shoes, when they’re available for the same price in mid-November? Glamour Magazine wrote about another sale phenomenon NerdWallet uncovered. It turns out many of this year’s Black Friday ads listed prices that were the same as in 2014.
Start Early, Check Often
So what’s the savvy online shopper to do this month besides avoid traffic and food courts?
- Order early for timely delivery
- Have a list of wants
- Know the regular prices
- Beware of discount vs. free shipping
- Check sites regularly
The discount-inflated-shipping scam is annoying but easy to avoid with proper planning. By bookmarking a few favorite sites for comparison, shoppers can avoid overpaying. Also early shopping helps avoid the need to pay extra for rushed delivery.
The DailySale website has more than one sale a day. Shoppers can use the search engine on the site and browse through categories to find the items on their list. If it’s not there, check back in 24 hours. The site sells name brand items, and most items ship free.
Right Size, Right Time
Of course, there are some things best bought in a brick-and-mortar store. Clothing for yourself including shoes often is hard to gauge accurately online. To avoid returns and pink shirts that were supposed to be red, at least looking at the item in a traditional store before buying it online for less is a practical solution.
But what about the crowds and the blaring holiday music at the mall? Fortunately, MarketWatch has a list of days to stay home this month. The weekends are obvious, but December 21 also is on the list. Remember, just like in the grocery store, fewer people will be in the aisles in the morning on weekdays. So maybe before the morning dentist appointment, a stop by the shoe store might be a good idea.
Avoid Buyer’s Remorse
It’s going to happen when shopping for deals online. After grabbing an item on sale in mid-December, the same item will be on sale for a couple of dollars less the weekend before Christmas.
This is one of the advantages of knowing regular prices. Buying an item early for 20 percent off and getting free shipping is a better deal than buying for 30 percent off on December 22 and paying to overnight it.
Having a wish list of items that can don’t have to arrive this year can make last minute, online “holiday shopping” fun. While everyone else is panicking, savvy shoppers can splurge on one-day sale items at won’t arrive until mid-January.
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