The holiday season is also the biggest shopping season of the year. The time period from Black Friday through December 24th can mean the difference between an annual profit or a loss for some retailers. As a consequence, retailers advertise sales, extend store hours , and open online Internet storefronts to fulfill the demand for Christmas gifts. Almost two-thirds of shoppers will “showroom” their purchases by checking and comparing products online before venturing into a brick-and-mortar store, and according to The Christian Science Monitor, online retailer Amazon has aggressively matched or beat prices of retail giants such as Best Buy and Walmart.
The holidays are filled with emotion, not the least of which is a desire to give your loved ones the best gifts possible. Unfortunately, we tend to associate value with price and, as a result, spend much more than we can afford. Retailers understand how to trigger your emotional buttons, encouraging you to spend more, rather than less. So in spite of all the hubbub, it’s paramount to protect yourself and carefully watch how much you spend this season.