How to Capture the Elusive Last-Minute Shopper?
Last-minute shoppers are a unique breed. They wait until the final moments to make a decision, often driven by urgency, convenience, or just plain procrastination. While some brands see them as a logistical headache, savvy marketers understand that these shoppers represent a massive opportunity - one that can lead to significant revenue and long-term loyalty.
Let’s break down how to connect with these shoppers, not just to close the immediate sale but to make them loyal advocates for your brand.
Why Do Shoppers Wait Until the Last Minute?
Understanding the mindset of last-minute shoppers is critical to crafting a strategy that works.
Decision Paralysis: Many shoppers delay purchases because they feel overwhelmed by options. A sea of discounts and promotions can create indecision rather than action.
Waiting for the Best Deal: With retailers constantly rolling out offers, shoppers hold out, hoping for the lowest price.
Time Constraints: Busy schedules and competing priorities mean shopping gets pushed to the bottom of the list.
For these reasons, last-minute shoppers crave simplicity, clarity, and urgency. They need brands to guide them, not overwhelm them.
1. Real-Time Channels: The Key to Immediate Engagement
Real-time communication tools like SMS, push notifications, and WhatsApp are indispensable for reaching last-minute shoppers. Why? Because they offer immediacy and intimacy - exactly what this audience values.
SMS Marketing: SMS open rates hover around 98%, making it the perfect channel for urgency-driven messages. Use texts like, “Final hours! 30% off ends at midnight!” Include a direct link to simplify the purchasing journey.
Push Notifications: Push notifications are equally effective, especially for app users. Remind shoppers of abandoned carts or highlight flash sales with messages like, “Don’t miss out - your cart is waiting!”
WhatsApp for Business: WhatsApp allows for two-way conversations, giving customers real-time support and personalised recommendations. It’s an ideal platform for addressing questions like, “Which size is right for me?” or “When will this ship?”
Strategic Tip: Time your messages carefully. Late evening notifications often catch last-minute shoppers when they’re actively browsing.
2. Personalised Offers That Drive Immediate Action
Personalisation isn’t just a buzzword - it’s a necessity. Last-minute shoppers respond best to offers tailored to their preferences, so use your customer data wisely.
Target Their Interests: Send discounts on products they’ve browsed or added to their cart.
Segment Your Audience: Group shoppers by behaviour, location, or purchase history to deliver hyper-relevant messages.
Exclusive Offers: Highlight VIP deals for loyal customers, like, “Just for you - free expedited shipping on your next purchase.”
When done right, personalisation transforms a rushed decision into a confident one, making customers more likely to return.
3. Optimise Mobile Experiences for Frictionless Purchases
Most last-minute shoppers are browsing on their phones, so a seamless mobile experience is non-negotiable. If your website or app feels slow or clunky, you’ll lose them.
Here’s how to optimise:
Fast Load Times: Every second counts. A slow-loading site can mean a lost sale.
Guest Checkout: Don’t force account creation. Let customers check out quickly without unnecessary steps.
One-Click Payments: Enable Apple Pay, Google Pay, or PayPal to streamline transactions.
Pro Tip: Test your mobile site during peak traffic periods to ensure it performs under pressure.
4. Create Urgency That Converts
Urgency is one of the most powerful motivators for last-minute shoppers. By creating FOMO (Fear of Missing Out), you can turn indecision into action.
Countdown Timers: Include timers in emails, SMS, and on your website to highlight limited-time deals. For example, “Sale ends in 2 hours!”
Low-Stock Alerts: Messages like, “Only 3 left in stock!” create a sense of scarcity that drives immediate action.
Flash Sales: Run short, high-impact sales with clear deadlines to encourage quick decisions.
When urgency is combined with clear calls to action, the results are undeniable.
5. Build Loyalty Through Exceptional Convenience
Last-minute shoppers often make purchases out of necessity, but their experience with your brand can determine whether they come back.
Expedited Shipping: Offer same-day or next-day delivery to cater to their urgent needs.
Hassle-Free Returns: A clear and simple return policy builds trust, especially for first-time buyers.
Post-Purchase Engagement: Send a thank-you email or SMS after their purchase, paired with an exclusive offer like, “Enjoy 10% off your next order!”
By exceeding expectations, you can turn a one-time transaction into a long-term relationship.
6. Leverage Social Proof to Build Trust
Last-minute shoppers often rely on social proof to make quick decisions. Seeing that others are happy with your brand can reassure them and tip the scale in your favour.
Customer Reviews and Ratings: Highlight positive feedback on your product pages and marketing materials.
Real-Time Notifications: Display messages like, “Jessica from London just purchased X item!” to show demand and popularity.
User-Generated Content (UGC): Share photos or testimonials from real customers to build credibility.
Social proof isn’t just about trust - it’s about creating momentum.
7. Capitalise on Data to Refine Your Strategy
Last-minute shopping behaviour provides valuable insights. Use this data to improve future campaigns and build smarter strategies.
Analyse Engagement Metrics: Track which messages and offers performed best to replicate success.
Refine Segmentation: Use behavioural data to create even more precise customer segments.
Test and Iterate: Continuously A/B test your messaging, timing, and offers to optimise performance.
Decision-makers should see last-minute shopping campaigns as not just a revenue driver, but a data goldmine for long-term growth.
The Big Picture
Engaging last-minute shoppers isn’t just about quick wins. It’s about meeting customers where they are, delivering what they need, and creating an experience that brings them back for more.
By combining urgency, personalisation, and convenience, you can turn last-minute purchases into lasting relationships. This holiday season, let your brand be the one they rely on - not just for now, but for the future.