Henson revealed: "Although most of your customers probably started shopping weeks ago, at least four per cent of consumers put off their gift shopping until the final two weeks of December. You can segment your subscribers to catch these last-minute stragglers."
What's more, it may not just be gifts for other people they're shopping for either. "Roughly 60 per cent of consumers plan to take advantage of holiday sales in December to purchase something special for themselves," Henson stated, meaning brands should tweak their message to entice consumers into buying that big-ticket item, like next year's summer vacation.
Even when it gets to the 19th or 20th of December, there are still opportunities available within marketing emails, the writer concluded.
For example, on the 19th, many consumers might be considering the gifts they'll take to Christmas parties they are attending. She suggested giving them some ideas within the marketing emails and even perhaps offering discounted delivery costs in order to entice them in further, Onlinebusinesscentral.com reported.