Shopping tips for the holiday season: Start early, go late, buy gift cards

Not sure what to get your loved ones this holiday season?

Sorry, can’t help you with that.

But if you want tips on how to shop during the holiday-season crush, read on.

Retail experts acknowledge the competition to find the best gifts can be daunting — especially with massive crowds and record sales expected over the next several weeks.

‘The holiday season represents our busiest shopping days,” said Lisa Wolstromer, senior marketing director for Cherry Hill Mall. “We do about 30 to 35 percent of our business during that time.”

And while it might seem contradictory, experts urge gift-grabbers to shop early — and late, too.

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“Early shopping is a trend we have been tracking for several years, and this year, there is evidence the deals and promotions from October resonated with consumers,” said Phil Rist of Prosper Insights & Analytics, a survey firm that works with the National Retailers Federation.

Indeed, almost 60 percent of holiday shoppers were “browsing and buying” by early November, an NRF survey found.

“On average, holiday shoppers have completed one-quarter of their planned purchases,” the federation noted.

At the same time, Wolstromer observed, “A lot of promotions and sales happen throughout the holiday season. You can definitely get last-minute deals.”

Holiday shopping: The first step

But whenever you shop, be sure to plan first.

“Timing is crucial because everyone is time-crunched,” said Wolstromer.

“Go online first and compare prices,” she said. “You’ll also know if that product is available, or if there might be a special promo code (or a sale).”

To avoid crowds and long lines, shop during non-peak hours — early in the morning and later in the evening.

Retailers often refresh their inventory during those quieter times, so you might be the first to see a new offering, Wolstromer adds.

But don’t expect stores to be peaceful over the next few days.

An estimated 182 million people plan to shop between Thanksgiving Day and Cyber Monday, the NRF says.

Its survey found 61 percent of respondents said they’d brave this weekend’s frenzy “because the deals are too good to pass up.”

A much smaller group, 28 percent, cited tradition.

Store shelves are stocked

“Shoppers should have no trouble finding what they want this year,” said Jonathan Gold, another NRF representative, who declared the supply chain “is running smoothly.”

The NRF says consumers on average expect to spend about $620 for gifts. Add about $255 more for decorations, candy or food and other seasonal items.

It's forecasting holiday sales of $957.3 billion to $966.6 billion, a 3 percent to 4 percent increase that would easily top last year’s all-time high of $929.5 billion.

“It is not surprising to see holiday sales growth returning to pre-pandemic levels,” said Matthew Shay, the organization’s president and CEO. Household finances “remain in good shape and will continue to support the consumer’s ability to spend."

So what do people plan to buy?

A recent survey showed clothing purchases are on the gift list for 56 percent of respondents, the NRF said Monday, Nov. 20.

Another sizable group, 44 percent, plan to buy gift cards.

Restaurant gift cards look to be the most popular, at 30 percent. That's followed by gift cards issued by banks and department stores, both 26 percent; and coffee shops, 21 percent.

Other popular categories:

• Toys, 37 percent

• Books, video games and other media, 31 percent

• Food/candy at 29 percent.

And, no surprise, an NRF survey found money matters:

• 62 percent of respondents said sales and promotions are more important this year than last year.• 36 percent said they’re cutting back elsewhere to cover holiday expenses.• 30 percent are shopping for fewer people.• 27 percent are buying less for themselves.

And a South Jersey businessman offered this tip:

"My advice is simple: Don't put it on a credit card," said Terry Harris at True Value Pine Hill. "And you can make your own gifts."

Finally, where are people shopping?

E-commerce dominating the market

The NRF says the largest group of consumers, 58 percent, plan to shop online for holiday gifts.

That compares to just under 50 percent who plan to visit a department store or discounter.

Brick-and-mortar retailers push back against online shopping with an emphasis on their advantages.

"I would say, 'Shop local,'" declared Stacey Rizzo, owner of Heart of Gold Jewelry in Pine Hill.

"When you think you’re getting a deal on an e-commerce site, sometimes it costs you more than going to someone you can rely on and get a good product (in person),” she said.

A company that seeks to prevent scams, Social Catfish, recently warned consumers against scammers "advertising incredible deals on social media."

"Once you click the link, it takes you to a look-alike website of a major brand," said the company. "Any gifts purchased will never arrive."

Its advice: Triple check the spelling of the URL. Fake sites are often one letter off."

The company also noted the risk from fake shipping notifications, which are emailed or texted to consumers as a phishing link for identity theft.

Brick-and-mortar retailers also offer the "hands-on experience of getting products immediately, feeling, and trying them out in-store," said Lori Belsito, senior marketing director at Deptford Mall.

In-person shoppers also can avoid shipping fees, simply by carrying their purchases with them.

"With more retailers charging for returns, navigating online shopping can feel tricky," said Belsito.

And malls provide an emotional connection for shoppers that can't be found online, said Wolstromer.

“The music, the decorations, the sights and sounds, that feel of the holiday season," she said. "You can go shopping with your best friend and your family.

"To me, especially holiday shopping, it's a personal experience."

Jim Walsh is a senior reporter with the Courier-Post, Burlington County Times and The Daily Journal. Email: Jwalsh@cpsj.com.

This article originally appeared on Cherry Hill Courier-Post: Holiday shoppers are looking to Santa-size their savings