THE HOLIDAYS ARE, ABOVE ALL, A TIME FOR FAMILY to enjoy time together. And exchanging gifts is a big part of that experience. Some people plan months in advance to buy the perfect gifts for everyone on their list; others love waiting until the last minute, certain that serendipity will lead them to some unexpected treasures.
Bargains, of course, can be harder to find when you wait, which may be why more than half of holiday gift givers have already started shopping: 56% begin shopping by early November, according to the National Retail Federation's 2017 Annual October Holiday Consumer Survey.1 If you're a procrastinator—or just haven't had the time to go shopping—never fear. The following tips can help you survive the last-minute rush without going over budget.
1. Make a list—and check it twice. Write down everyone you plan to give gifts to—from your nearest and dearest to the mail carrier. Then put a dollar figure next to each name. Having price limits in mind makes it far easier to avoid overspending.
Many of the people on your list may get more joy from knowing you're contributing to a cause in their name than they might get from receiving yet another sweater or electronic toy.
2. Give the gift of giving. Search online for nonprofits that match the values of the people on your list. Many of them may get more joy knowing you're contributing to a cause in their name than they might get from receiving yet another sweater or electronic toy.
3. Go big by sharing the expense. By splitting the cost with family or friends, it’s easier to buy presents you may not otherwise afford. Zelle®—a payment service available on the Bank of America and Merrill Lynch mobile apps—makes sharing expenses easy and allows money to be transferred within minutes.
4. Bring your smartphone. When you spot a deal at the mall, look before you pounce. A growing number of shoppers are using their phones to see if they can get the same item for a better price elsewhere. If the store has a price-match policy, you can cash in on extra savings right then and there.
5. Save time, money and gas by shopping online. Just think: No crowds. Endless options at your fingertips. And no hands-on temptations. A study published in the Journal of Consumer Research by researchers at UCLA and the University of Wisconsin–Madison shows that holding an item can boost your desire to buy it—and your willingness to pay more for it.2
6. Pay attention to shipping charges. A great deal can look a lot less amazing once you factor in shipping costs. Keep an eye out for retailers who ship for free, and search for coupon codes for free shipping.
7. Take a break between purchases. Collaborative research from Yale, Duke and Stanford, published in the Journal of Marketing Research, found that making one purchase can trigger what they call the "shopping momentum effect"—a psychological impulse to buy more items.3 To counteract this, just walk away from the store or computer screen for a few minutes after making each purchase.
3 Questions to Ask Your Advisor
- What's a realistic budget for holiday spending if I want to stay on track to meet my goals?
- How can I free up money for that big-ticket item I've always wanted to buy my kids?
- As a Merrill Lynch client, what advantages does the Bank of America® Premium Rewards® credit card offer me?
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1 National Retail Federation, 2017 Holiday Retail Sales Exceed NRF Forecast, January 2018, https://nrf.com/resources/consumer-research-and-data/holiday-spending/holiday-headquarters
2 Joann Peck and Suzanne B. Shu, “The Effect of Mere Touch on Perceived Ownership,” Journal of Consumer Research, 36(3): 434–447. https://doi.org/10.1086/598614, October 2009.
3 Ravi Dhar, Joel Huber and Uzma Khan, “The Shopping Momentum Effect,” Journal of Marketing Research, 44(3): 370–378. https://doi.org/10.1509/jmkr.44.3.370, August 2007.
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