Saturday 10 December 2016

Last Minute Man 'is a sales dream'

Published 12/12/2010 | 12:00

Stores will be cashing in on the panic-stricken 'Last Minute Man' on Christmas Eve, a survey found
Stores will be cashing in on the panic-stricken 'Last Minute Man' on Christmas Eve, a survey found

Stores will be cashing in on the panic-stricken "Last Minute Man" on Christmas Eve, a survey has found.

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He is the man who has not bought a present for his wife or girlfriend until the very last minute, according to the poll.

Last Minute Man was identified in a survey of Christmas shopping types by Business Intelligence and mystery shopping company Retail Active.

The firm said it has even been called in to coach staff at leading retailers on how to spot him and make sure he buys something.

Retail Active managing director Julian Chamberlain said: "Last Minute Man is a salesperson's dream: he's cash rich and time poor.

"He does his desperate shopping in the final hours of Christmas Eve, when there is poor stock availability and he ends up buying expensive and unwanted gifts.

"It is what's known as a distress purchase, when all rationality goes out of the window.

"We have been coaching staff on the jewellery counters of a major retail chain on how to spot him and make sure he doesn't get away without a sale. They have to look for a man looking through a wide variety of stock, not knowing what to buy and wearing a blank expression.

"He's got money but no time and he will end up spending more than he has to."

He said they trained staff to be extra helpful, offering a choice of gifts, making a recommendation, then closing the sale.

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