by Gerri Willis
Christmas shopping used to be so simple. Wait until the very last possible minute and score the best deals. But a shift in trends is underway. After two years of less-than-stellar results, retailers are priming the pump by offering deals earlier than ever. According to Adobe, the steepest discounts during last year’s holiday season actually came on the Sunday before Thanksgiving. Adding to shopper woes, some retailers ran out of the most popular products by Black Friday.
And, this year, retailers are getting even more aggressive. Forget Black Friday. As we’ve reported, JCPenney, Macy’s, Best Buy, and Sears are among the many stores opening on Thanksgiving Day. Kmart is setting a record by staying open 42 consecutive hours starting at 6 a.m. Thanksgiving. And, according to research from Adobe Systems, the biggest prices cuts online may well come before Black Friday. In other words, get shopping now.
But, of course, the devil is in the details. Part of when you shop depends on what you are shopping for. Shop for cheap electronics on Black Friday rather than Cyber Monday, according to Matthew Ong, a senior retail analyst for NerdWallet. Others say that clothing deals will emerge on Cyber Monday.
To score the best prices, you’ll have to comparison shop. Keep in mind, online retailers change prices continuously on the most popular items. For example, the fitness band Jawbone Up24, was on sale in October for as little as $110.05 at Amazon, but the price also bounced up to $129 on the same website in the same month. Walmart’s website showed similar price moves, and at Sears, the price for the same product climbed as high as $149.
In other words, prices are a completely flexible thing and you simply can’t count on prices staying the same. For that reason, personal finance expert Vera Gibbons suggests using price comparison apps like ShopSavvy or PriceGrabber.
Finally, late shoppers may do well at the very end of the season when retailers attempt to clear inventory though it may be difficult to find the exact item you’re searching for. Flexibility is key for late shoppers. If there is a specific retailer you plan to patronize, follow the stores on social media where you can track sales. Ask about return policies in advance and whether the store matches lower prices from competitors. The trends shaping up now indicate a good year for shoppers, if not store operators.