Traditional post-Christmas sales are already underway at a number of retailers, with still more preparing for early starts to clearance. That could benefit the 46% of men who, says website Escentual.com, have yet do their Christmas shopping.
The traditional January sale has in recent years given way to a straight-after-Christmas sale, while last year some sales started in the last days before Christmas. But this year, sales are already in full flow a week before Christmas Day. Retailers from Boden and Gap to Clarks are currently offering up to 50% off.
While John Lewis is sticking to its December 24 online start for Clearance, Amazon has brought its Boxing Day Deals back to December 25.
Experian Hitwise’s marketing team suggested in a tweet that searches for sales started on December 15 – and indeed sales emails are now hitting inboxes in earnest today.
Those who have held out for last minute bargains will see their forbearance rewarded. According to beauty and perfume retailer Escentual.com [IRDX RESC], that includes the 12.75m British men – 46% – who said they left their Christmas shopping until the week before. Some 9.56% said they would leave their purchasing until Christmas Eve. That compares with 24% of women who leave it till the week before and 4.2% who leave it till Christmas Eve.