Business
Shoppers are focusing on quality, not deals, in the final days before Christmas
While discounts drove purchasing in the early days of the holiday shopping season, consumers are shifting into more thoughtful, quality gifts in the back half of the season as total spending growth slows.
U.S. consumers had spent $187.3 billion so far online between Nov. 1 and Dec. 12, up 6.1% from the same stretch last year, according to Adobe Analytics. Total holiday season e-commerce spend is still expected to cross $253 billion, which would be 5.3% above last year, with the growth rate slowing later into December as delivery in time for Christmas gets tighter.
E-commerce sales typically “slow sharply” from about Dec. 16 to Dec. 18, and then “decline rapidly” in the ensuing days, until Christmas Eve is the slowest shopping day of the season, Casey Armstrong, chief marketing officer for ShipBob, told CNBC. Armstrong said shopping picks up again on Dec. 27, which is typically the strongest day for ShipBob’s customers late in the season. The company is a third-party logistics firm that ships for small, medium and social-oriented brands.
A shopper carries packages in Union Square in San Francisco, Dec. 11, 2025.
David Paul Morris | Bloomberg | Getty Images
For shoppers who are willing to order online in the back half of the season, quality, rather than discounts, is driving interest.
Captify analyzes more than 1 billion search events per day from 3 million websites, and it shows outsize search growth in apparel and athleisure brands including Alo Yoga, Warby Parker, Aritzia, Bombas and Quince into December compared to earlier in the season. Searches for Alo Yoga rose 256% for the period between Dec. 7 and Dec. 15 compared to the stretch from Nov. 28 to Dec. 6. Quince searches are up 124% for those same time frames.
“These gains point to a rise in thoughtful, quality-driven gifting as shoppers seek products from highly regarded brands” said Oscar Chow, Captify head of insights for the U.S.
RetailNext, which tracks in-store shopping, has also seen evidence of consumers valuing quality this season, even if that means buying fewer items.
“Consumers are willing to pay more to get those decisions right” said Joe Shasteen, global manager of advanced analytics at RetailNext. The firm expects this dynamic to peak in the days leading up to Christmas.
There is also evidence showing a shift toward gifting experiences and subscriptions as the season winds down. Chow said they offer shoppers a “deadline-proof gift.”
Examples include growth in interest in the later weeks of the season for Roblox Robux, Cameo Kids, Kindle Unlimited, Strava Subscription, Peloton All-Access, MasterClass subscriptions and the Disney+, Hulu and HBO Max subscription bundle.
Discounts are still available as holiday shopping winds down, but they’re much lower than during Cyber Week highs. Adobe Analytics said toys will see the biggest promotions, peaking at 15% off list price in December, followed by furniture, bedding and televisions at 10% off.
To be sure, there are discount-motivated consumers throughout the season, which makes toys a strong category. Data from Adobe and Captify show consumers are still seeking out Mattel’s Barbie Dreamhouse, Disney’s Stitch toys, and Play-Doh sets, among others. Armstrong said the Toniebox 2 audio player and the Ms. Rachel Tonies figurine is “a top item driving buzz”.
Stores save Christmas
A woman holds shopping bags as people make their way through Herald Square on Dec. 11, 2025 in New York City.
Angela Weiss | AFP | Getty Images
For those that want a physical gift to give, stores are critical in the days leading up to Christmas.
The last Saturday before Christmas has been coined “Super Saturday” by the retail sector and is often one of the top store shopping days of the year. But with Christmas landing on a Thursday this year, the volume will likely be lower on Super Saturday this year than on Dec. 22 through Dec. 24, according to RetailNext.
“We expect some of the highest conversion rates of the season to occur in the final days before Christmas, potentially rivaling or even surpassing Black Friday,” Shasteen of RetailNext said.
The warmer temperatures and dry conditions hitting much of the country this weekend should also help lift store traffic this weekend, according to Evan Gold, Planalytics executive vice president of global partnerships and alliances.
Shoppers who don’t want to navigate stores, but also don’t want to chance shipping timelines, are increasingly using buy online, pick up in store options in the final stretch of the holiday shopping season. Adobe Analytics predicts BOPIS will peak on Dec. 22 and Dec. 23, with 32% to 37% of e-commerce orders utilizing the service, a spike in typical usage from the rest of the year.
Kohl’s told CNBC its pickup orders more than double in the week leading up to Christmas and that a quarter of shoppers who pickup an online order end up buying something else while they are there.
At Bath and Body Works, about 30% of customers picking up online orders add something before checkout.
It’s also a cost savings for retailers to fulfill online orders from stores. Target has said order pickup or drive-up saves the retailer 90% over brown-box delivery from fulfillment centers. So far this season, three-quarters of its digital orders have been picked up from stores.
Walmart told CNBC last year that weekly scheduled pickup volume increased 14% in the two weeks leading up to Christmas compared to the average volume in the prior 12 weeks. More than 80% of Walmart customers say they shop in-store in the three days before Christmas, according to its customer insights and strategy holiday pulse tracker conducted this month.
Last December, volumes of Walmart Express Delivery, orders fulfilled from store inventory that come with an extra fee, reached 2.5 times the monthly average. The retailer said on Christmas Eve alone, 77% of digital orders were fulfilled via the express option.
While Dick’s Sporting Goods declined to share specifics, the retailer said it sees a “significant uptick in BOPIS” as Christmas nears, and it also sees an “attach rate” for shoppers “to make sure they grab those last-minute gifts on a single trip to the store.”
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Delay in FSSAI finalising front of pack labelling rules unusual by its own norm – The Times of India
While the Food Safety and Standards Authority of India (FSSAI) has claimed in the Supreme Court that the framing of front-of-pack labelling (FOPL) regulations would take longer and sought more time, a look at several regulations framed by the authority in the last ten years shows that the average time taken to frame one or make amendments to existing ones has been about two years. In the case of the FOPL, the process has been dragging on for about a decade.After framing guidelines in 2014 which included front-of-pack labelling specifying how much fat, sugar or salt a packaged food contained, when the FSSAI put it in the public domain in 2015, it had stated that the guidelines would be “converted into regulation in due course after following the process of inviting suggestions and comments, suggestions etc. from various stakeholders”. FSSAI put out the draft Food Safety and Standards (Labelling and Display) Regulations, 2018 in public domain in April 2018. However, since then there have been half a dozen stakeholder consultations and more drafts put out, but no regulation in sight yet.In response to a public interest petition in the Supreme Court seeking directions to FSSAI to make FOPL regarding high fat, sugar and salt mandatory for packaged foods, the court has been monitoring the process even as the authority has been seeking repeated extensions. In its latest affidavit in court, the FSSAI laid out a long process before the Supreme Court.It told the court that it is “contemplating” a tabular or pictorial representation to reflect high fat sugar or salt on front of pack labelling. It stated that it is a complex matter “requiring further consultation and examination” and hence stakeholder consultation is proposed before deciding on the modalities of FOPL. The latest stakeholder consultation had over 60 food industry and industry association representatives and just two public health experts representing civil society or public health interest.There remain several steps:1. After stakeholder consultations a draft amendment will be prepared2. Draft amendment will be placed before scientific panel (consist of nine eminent food scientists from different government organizations/institutions). Scientific committee comprising of chairpersons of the 21 scientific panels and six independent members, FSSAI and Health ministry “for due consideration”3. To include amendment in the regulation a draft regulation including the proposed amendment/s is placed before the scientific panel concerned4.Recommendations of the scientific panel will be placed before the scientific committee5. On endorsement of the scientific committee it will be placed before FSSAI for approval and if there are substantial changes in the notified draft regulation, another draft regulation will have to be notified6. Once approved by FSSAI, the draft or final regulation is sent to health ministry7. After ministry approval, if it is a draft regulation, it has to be notified in the gazette for public comments giving 60 days’ time and the entire process spelt out above is repeated before it is finally notified.8. In case what the health ministry approves is the final regulation, it has to be sent to the legislative department of the law ministry for vetting followed by approval of the health ministry. The approved final regulation is published in the Gazette of India for implementation.In short, the FSSAI stated in court that the regulation is far from becoming a reality any time soon. However, the longest time FSSAI has taken for framing any of the existing regulations or amendments has been over three years. The only other regulation that the FSSAI has not framed even after seven years is the Food Safety and Standards (Genetically Modified and Engineered Foods) Regulations which have been in the works since 2019.Average time to bring in various regulations/amendments to regulations
| New regulations | Draft notified in the gazette | Put in public domain for feedback from stakeholders | Date of gazette notification | Gap between draft and final notification |
| Food Safety and Standards (Health Supplements, Nutraceuticals, Food for Special Dietary Use, Food for Special Medical Purpose, Functional Food and Novel Food) Regulations, 2016. | Jul 30, 2015 | Sep 11, 2015 | Dec 23, 2016 | 17 months |
| Food Safety and Standards (Alcoholic Beverages) Regulations, 2018 | Sep 5, 2016 | Sep 9, 2016 | Mar 19, 2018 | 18 months |
| Food Safety and Standards (Fortification of Foods) Regulations, 2018 | Dec 23, 2016 | Jan 3, 2017 | Aug 2, 2018 | 19 months |
| Food Safety and Standards (Organic Foods) Regulations, 2017 | Jun 19, 2017 | Jun 22, 2017 | Dec 29, 2017 | 6 months |
| Food Safety and Standards (Advertising and Claims) Regulations, 2018 | Mar 13, 2018 | Mar 23, 2018 | Nov 19, 2018 | 8 months |
| Food Safety and Standards (Packaging) Regulations, 2018 | Mar 19, 2018 | Apr 2, 2018 | Dec 24, 2018 | 9 months |
| Regulation amendments | ||||
| Food Safety and Standards (Contaminants, toxins and Residues) First Amendment Regulations, 2024 | Aug 20, 2020 | Aug 26, 2020 | Oct 17, 2024 | 26 months |
| Food Safety and Standards (Packaging) First Amendment Regulations, 2025. | May 17, 2022 | May 24, 2022 | Mar 28, 2025 | 34 months |
| Food Safety and Standards (Food Products Standards and Food Additives) First Amendment Regulations, 2024. | May 25, 2022 | May 31, 2022 | Oct 21, 2024 | 29 months |
| Food Safety and Standards (Food Products Standards and Food Additives) First Amendment Regulations, 2025 | Oct 31, 2022 | Nov 3, 2022 | Jul 10, 2025 | 32 months |
| Food Safety and Standards (Prohibition and Restrictions on Sales) first Amendment Regulations, 2024 | Apr 27, 2023 | Apr 28, 2023 | Oct 17, 2024 | 18 months |
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