Have you ever tried sending an Amazon eGift card to a loved one or friend for a special occasion? Let me guess, you forgot to buy a gift and didn’t have time for a last-minute trip to the store.
Don’t worry—you’re not the only one who’s been there. In fact, that’s the whole idea behind Amazon’s eGift card. It’s a quick, grab-and-go option for those of us short on time.
Instead of apologizing and letting someone down, you can use this convenient option. It’s actually more versatile than a physical gift, which might not suit the recipient’s tastes. With a gift card, they get to choose something they truly want or need.
Maybe that’s why just about every major brand offers some kind of last-minute shopping solution. Target, Netflix, Apple—you name it. They all have their own electronic gift options, especially around peak seasons or big celebrations.
In this week’s dispatch, we’re not going to talk about eGift cards. Instead, we’re focusing on what makes eGift cards and other last-minute shopping solutions so successful—and how you might draw inspiration from them for your own online business.
First, let’s talk about this last-minute shopping habit that consumers have. You see, last-minute shopping isn’t just about convenience. It caters to the fast-paced lives we lead, where we expect everything at our fingertips.
When a birthday or holiday catches us off guard, being able to quickly send an eGift card or order fast delivery is like hitting the “easy” button. Choosing from endless options can be exhausting, so an easy, reliable choice—like an Amazon eGift card—feels like a huge relief.
There's also the “fear of missing out.” We don’t want to be left out when everyone else is celebrating. Last-minute options let us join in, even on the brink of a deadline. Advertised as “limited-time” deals, these options create a sense of urgency, leading to massive spending surges before big holidays.
In 2023, U.S. consumers spent over $9 billion on Black Friday, with many shoppers buying last-minute gifts they hadn’t originally planned.
Procrastination also plays a role. Many of us wait, thinking we’ll get to it later, only to find time running out. Last-minute shopping options become a lifeline, easing the guilt of showing up empty-handed by offering something quick and thoughtful.
The appeal of flexibility is huge, too. Picking the perfect gift can feel like mind-reading, and last-minute shopping solutions line eGift cards solve this by letting recipients choose exactly what they want.
It’s like handing them the steering wheel, so they end up with something they actually love, making the gift feel thoughtful without the stress.
These options have become a staple of modern life. There’s comfort in going with what’s popular, and studies show nearly 60% of people feel reassured when buying something trendy or widely accepted.
Digital gifts also avoid “buyer’s remorse.” Unlike physical items, which might not suit the recipient, eGift cards give them control, making disappointment less likely. For the giver, it’s reassuring to know their money is well-spent on something genuinely wanted.
Lastly, these options meet our need to feel generous. Even with little time, they let us show up with something in hand, fulfilling that social expectation of thoughtfulness. Instead of guilt over a missed moment, we can lean on last-minute choices to feel like we’ve made a meaningful gesture.
So now, the real question is, how can you make the most of this consumer habit?
Major players like Amazon and Target are already cashing in with their gift cards. But what about an online store like yours? What tactics can you apply to turn this trend into profits?
To capitalize on last-minute shopping habits, it helps to think like a last-minute shopper. When people are rushing to find a gift or item, they’re looking for something quick, easy, and reliable.
One way to make your store the go-to for these shoppers is by offering clear, fast options that immediately grab their attention. Just think about how Amazon, with its “one-click” purchase option and quick delivery times, has become the default for so many people who are running out of time.
You don’t have to be Amazon to succeed with this—any online store can benefit by making checkout and shipping options as smooth as possible.
Another strategy is to create a sense of urgency. Last-minute shoppers are already short on time, so emphasizing limited availability or countdowns on special deals can push them to act now.
For instance, imagine a holiday season countdown banner at the top of your store, reminding customers of how many days they have left for guaranteed delivery by Christmas.
This leverages the same sense of urgency that drives people to “grab it now,” much like how physical stores display holiday-themed items at the entrance.
Studies show that urgency-based tactics can increase conversions by up to 332%, which means just a small reminder or countdown could dramatically boost sales.
Think, too, about bundling items in a way that makes decision-making easier. When shoppers are in a hurry, they’re likely to choose something that’s already curated or “complete.”
For example, if you’re selling skincare products, you could offer a “Self-Care Essentials Kit” for the holidays, packaging together popular items that complement each other. This not only saves them the effort of picking individual items but also increases the average order value for you.
Statistics indicate that bundling can increase sales by up to 30%, so it’s an effective way to simplify the decision for the customer while boosting your bottom line.
Offering digital gift cards, like Amazon and Target, is another excellent way to cater to last-minute buyers. According to recent data, nearly 72% of consumers bought at least one gift card over the last holiday season, with a big chunk of those purchases happening just days before the holiday itself.
By promoting eGift cards as the ultimate last-minute gift, you’re positioning your store as the hero for anyone who might have waited until the last second.
Personalized recommendations can also go a long way in capturing those last-minute sales. When people are in a rush, they don’t want to search around for the perfect gift—they’re looking for something that feels “just right.”
Using a “recommended for you” section based on what’s popular, trending, or fits well with past purchases makes it easy for them to find a great option quickly. It’s like having a helpful store associate right there on the page, guiding them toward the perfect choice.
Finally, make sure to promote fast shipping options if possible. When people are down to the wire, the ability to deliver quickly is often the deciding factor.
If you can offer express shipping or guarantee arrival by a certain date, shout it from the rooftops—this is what seals the deal for last-minute shoppers.
Studies show that nearly 40% of online shoppers abandon their carts because of long delivery times, so offering speedy options could be the key to retaining these customers.
Ultimately, last-minute shopping is all about providing simplicity, speed, and a little encouragement to make decisions quickly.
By making your store feel like the easiest choice when time is running short, you’re not just meeting customers’ needs—you’re creating a go-to destination they’ll come back to every time they’re in a pinch.
And who knows? These small adjustments could turn one-time, last-minute shoppers into loyal, repeat customers.
I hope this look into last-minute shopping habits has given you some practical ideas to boost your sales. With a few smart adjustments, you can attract these time-pressed shoppers and turn them into regular customers, helping your business grow.