Christmas Eve is regarded as the Super Bowl for procrastinators, marking the last chance for holiday shoppers to pick up gifts. Across the United States and Canada, shoppers flooded malls and stores on December 24, encountering both the anticipation of the holidays and the inevitable stress of last-minute shopping.
At Queens Center Mall in New York, shoppers were out early, with the mall opening at 8 A.M. Jessica Zayas, amid the hustle and bustle, shared her experience, stating, "We start going through the list, we start wrapping gifts and then you realize, wait a second, I missed somebody, or I think I should get them something else, so that's what happens." Notably, shoppers like Jeremiah Funk found time to grab gifts, finding great deals on items like jerseys and apparel for family members. Funk remarked about the time constraints many face, mentioning, "Ah, you know I'm busy. Time crunching and you get a couple deals... so you know, I had to come out here and see what they got."
Meanwhile, not only were shoppers engaged, but store owners were also ready to capitalize on the last-minute rush. Shayna Salomon from ILY Clothing noted, "Everyone is looking for last minute gifts today, so we're just trying to make sure everyone has what they want." The excitement was palpable as the day progressed.
Further northwest, Edmonton malls mirrored this frantic scene, buzzing with holiday shoppers making final purchases. Local outlets reported heavy foot traffic as many shoppers realized they still had gifts to buy. Nicole Stillger, covering the story for Global News Hour, remarked, "Edmonton malls were still buzzing with people putting a bow on their holiday shopping." Whether it was last-minute gifts or groceries, the energy among shoppers remained high.
Hannah Russo, shopping at Woodland Mall, attributed her delay to family visits, stating, "I couldn’t bring all my presents with me, so I’m taking my little sister out to shop." Lisa Wolstromer, the senior marketing director at the mall, explained the evolution of holiday shopping trends, highlighting the increase of shopping activities beginning on Black Friday and surging as Christmas neared.
Industry surveys reinforce this shopping behavior; the National Retail Federation states half of all shoppers typically finish their holiday shopping in-person, valuing the experience of browsing and purchasing over online convenience.
Even retailers have expanded their hours to accommodate these late shoppers. Popular chains including Walmart and Target extended their hours to facilitate last-minute shopping, which is both sought-after and necessary due to the looming holiday deadlines. For example, Walmart planned to operate until 6 P.M. on Christmas Eve, ensuring customers could snag any final gifts before closing down for Christmas day.
At Tangier Outlets, the atmosphere was equally festive. Jaime Wilson, the general manager, described the day as "a really festive, good day." He pointed out the unusual strategy some shoppers adopt, preferring the quieter morning crowds for easier navigation through stores. Gregory Glinka openly admitted to the need for last-minute shopping after delayed deliveries for his wife’s birthday. Meanwhile, Jackie Rivera expressed delight at finding plenty of stock available in stores, showcasing the balance of expectations and reality during the shopping frenzy.
While some shoppers embrace the busy atmosphere, others prefer to shop on Christmas Eve for the quiet environment it provides compared to earlier weeks. Alex Porter shared this sentiment, saying, "Last-minute shopping is my preference. The crowd is thinner than the other days of the week." This highlights the diverse range of shopping strategies, some based on necessity and others on personal preference.
Shopping habits continue to evolve, demonstrating the importance of making accommodations for holiday shoppers. Stores nationwide adapted by extending hours and providing promotions to catch cautious clients as they made their way to check items off their lists.
Across various cities, the scene at retailers echoes similar sentiments about the holiday spirit, filled with camaraderie, excitement, and the stress of looming deadlines. Whether at the Queens Center Mall or shopping on the outskirts of Edmonton, many shared their unique stories of holiday shopping, emphasizing the notion of getting it done one way or another.
For many, Christmas Eve shopping brings about more than just frantic purchasing; it acts as the culmination of holiday spirit, gifts, and togetherness—traits many are determined to keep alive through shared moments, even amid the rush.
For businesses, this day potentially means significant sales, leading some merchants to hold special deals intended for just this audience, preempting their needs. Even grocery chains alter hours and promotions for Christmas Eve, demonstrating how important the day has become not just for buyers but also for retail communities.
That said, stores such as Aldi, Whole Foods, and others modified hours to provide access to last-minute essentials, completing the holiday shopping experience.
Shoppers returning home will surely reflect on the day’s events, bonding over shared experiences and the triumph of gift-giving, no matter how last minute it was.
Overall, this year’s Christmas Eve shopping rush highlighted the unique blend of holiday joy and stress, illustrating the dynamic between time constraints, consumer preferences, and retail strategies, setting the stage for what is hoped to be another memorable holiday season.
