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Holiday Shoppers

By Harry J. Friedman Founder/CEO, The Friedman Group

While most retailers look forward to the holiday shopping season, they may not always look forward to the shoppers. Though these holiday shoppers come in all shapes and sizes, they all have one thing in common: they're all looking for the perfect gifts. Some shoppers know exactly what they want. Others have no clue. For some, the total shopping experience is a matter of hours. For others, it may take months. We thought we'd share our insights with you and profile some different types of holiday shoppers. You'll probably recognize them and may even find a category that you fit into as well.

The Day-After-Christmas Shopper: While everyone else is busy with returns and exchanges, these people are actually buying gifts for next year! Planning ahead is one thing, but 364 days ahead?!

The Year-Round Shopper: The ones we all love to hate. By the time September rolls around, they have all their gifts already purchased, wrapped and hidden away. No one should be allowed to be this organized.

The Beat-the-Crowds Shopper: Panics at the mere thought of getting caught up in the holiday shopping crowds. To avoid the onset of an anxiety attack, this shopper promptly proceeds to the stores and purchases all their gifts in a matter of hours. It doesn't matter what they buy, as long as they buy something.

The Sale Shopper: Never dares to pay full price for anything. Buys holiday gifts only when they are on sale. Starts shopping for linens during the January white sales, buys sweaters during the winter clearance sales, shorts and short-sleeved shirts during summer clearance sales, etc.

The Day-After-Thanksgiving Shopper: Everyone in the world including their mother, father, brother, sister, niece, nephew and third cousin.

The Just-in-Case Shopper: Doesn't leave anything to chance. Buys extra gifts-just in case. Just in case the baby due in late January is early, just in case Susie finally decides to bring her boyfriend home from college, just in case a long lost relative shows up.

The Indecisive Shopper: Knows exactly what they're looking for until they find it. Then proceeds to spend hours deliberating and wondering if this really is the perfect gift.

The Two-Item Shopper: Can't be bothered worrying about who wants what. Buys two items: aftershave for men, perfumed soaps for women. Who ever said Christmas shopping was difficult?

The Christmas Eve Shopper: Runs in frantically looking for that perfect gift. Is so desperate, will buy anything at any price. Most frequently asked question is "Can this be returned?"

The Christmas Morning Shopper: Drives all around town on the way to the in-laws looking for any open store (clothing, drug, grocery) while arguing with spouse. He thought she bought a gift. She thought he bought a gift.





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