A Examination of Holiday Shopping: A Survey and a Review of the Research.
This paper examines the demographics of postponing holiday shopping. This is accomplished in part due to a literature analysis and in part due to a fictitious survey that was conducted during the holiday shopping season of 2000 - 2001 at three urban malls. This paper determines that male shoppers are far more likely than female shoppers to postpone their holiday shopping until immediately before the holidays. In order to take advantage of this, merchants should concentrate on promotional packages that will attract male shoppers, such as gift boxes that are easily displayed and accessible to the shoppers. 11 pgs. Bibliography lists 8 sources.
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