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By Martha C. White
December 9, 2015
Shoppers visit the North County Fair Mall on November 27, 2015 in Escondido, California.
Shoppers visit the North County Fair Mall on November 27, 2015 in Escondido, California.
Sandy Huffaker—Getty Images

There’s nothing like the excitement of waiting until the last minute. At least, that seems to be what more than a quarter of shoppers this year think when it comes to their holiday gift purchases.

According to a report from Nielsen out Wednesday, 26% of Americans are still waiting to start their holiday shopping. The company suggests these last-minute shoppers are holding out for better deals, hoping stores will drop prices the closer it gets to Christmas.

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Men are bigger procrastinators; about a third of them haven’t started shopping yet, compared to just 21% of women. Nielsen also said millennials are dragging their feet, as are minority or multicultural shoppers. “This year, 72% of Asian-Americans, 68% of Hispanic Americans and 67% of African-Americans are planning to wait to start their holiday shopping, compared with 64% of total U.S. households,” the company said.

Stores are in a tough spot. These late-spending shoppers plan to spend more than their early-bird counterparts, but waiting for them to open their wallets could be a nail-biter. Nielsen predicts that multicultural households will contribute 43% of the extra holiday spending over last year.

The company also points out that free shipping promotions, including Free Shipping Day, make it easy for even procrastinating holiday shoppers to wait until the last minute to buy gifts.

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Advertiser Disclosure

The purpose of this disclosure is to explain how we make money without charging you for our content.

Our mission is to help people at any stage of life make smart financial decisions through research, reporting, reviews, recommendations, and tools.

Earning your trust is essential to our success, and we believe transparency is critical to creating that trust. To that end, you should know that many or all of the companies featured here are partners who advertise with us.

Our content is free because our partners pay us a referral fee if you click on links or call any of the phone numbers on our site. If you choose to interact with the content on our site, we will likely receive compensation. If you don't, we will not be compensated. Ultimately the choice is yours.

Opinions are our own and our editors and staff writers are instructed to maintain editorial integrity, but compensation along with in-depth research will determine where, how, and in what order they appear on the page.

To find out more about our editorial process and how we make money, click here.

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