Subscribe and turn on notifications🔔 : https://buff.ly/3F6ZiLt | An expert has revealed why starting your Christmas shopping too early in the year may backfire.
Festive items have already started appearing on store shelves, and Professor of Consumer Behaviour and Marketing Paul Harrison told Yahoo Lifestyle those who begin Christmas shopping early are risking one thing in particular.
He said, “What we know about consumer behaviour is that a lot of the decision making happens through an emotional lens. So, some people might think, ‘I’m a little anxious about Christmas, I may as well buy it.’ But there is some evidence that the people who tend to shop early tend to spend more, even though they think they’re planning well.”
Paul added, “It’s because what they’re doing is spending more time buying things over a longer period.”
He claims that people who start Christmas shopping early often just keep buying, adding, “You go, ‘Oh, and then there’s this, and then there’s this…’ and that might be one thing that retailers are tapping into.”
How early do you start your Christmas shopping?
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