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NRF: 20 percent yet to shop for holidays

December 19, 2008

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Washington--Twenty percent of shoppers haven't begun their holiday shopping, and millions more have a substantial number of names to check off of their lists, according to the latest research by the National Retail Federation (NRF).

The study, conducted for the NRF by Big Research, also found that of the 44.5 million people who have not started their holiday shopping, the biggest procrastinators are men (24.2 percent haven't started) and 18-34 year olds (24.2 percent).

One in three shoppers (30.1 percent), however, said they are completely finished.

"With so much shopping left to do, the weekend before Christmas will be one of the most important periods of the year for retailers," NRF President and Chief Executive Officer Tracy Mullin said in a media release. "Retailers will try to make last-minute shopping easier for holiday procrastinators by offering incredible promotions and gift ideas within a certain budget or for a specific person."

The NRF 2008 Holiday Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 4,117 consumers from Dec. 16-18, and has a margin of error of plus or minus 1.7 percent.
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