Holiday shopping is in full swing, and following a long stretch of social distancing and limited activities this year, consumers are eager to shop and make this holiday season special. According to a recent study Oracle conducted around holiday shopping, nearly 60% of consumers plan to spend the same or more on gifts this year.

However, as the environment continues to shift, retailers have to ask themselves: What is this holiday shopping season going to look like, especially during those crucial days before Christmas? In years past, the guidance said that consumers need to make their online purchases no later than Dec. 18 to ensure arrival by Christmas safely; however, this year, industry experts have cautioned that people buying gifts online should order as early as Dec. 1. And, with a large portion of people not thinking about Christmas shopping until after Thanksgiving, we have an entirely new definition of a last-minute shopper.

With all this in flux, now is the ideal time for retailers to ensure their stores and sites are ready for those shoppers dashing through the stores, in-store or online, last minute. Most importantly, this holiday season, retailers need to understand how to cater to these last-minute shoppers to ensure a jolly customer experience.