Which Is Really Cheaper — Buying Christmas Presents Early or Last-Minute Shopping? We Do the Math
Written by
Kerra Bolton
Edited by
Rebekah Evans
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Every holiday season brings the same question: buy gifts early and avoid the rush or wait for those tempting last-minute markdowns?
In 2025, that choice mattered more than ever. Retailers rolled out holiday deals weeks before Black Friday to attract cautious shoppers, while inflation and tighter margins reshaped what a “sale” really means.
GOBankingRates looked at real pricing data to see when shoppers actually got the best value and whether patience this year paid off or just cost more.
Cyber Week Is the Sweet Spot
The deepest discounts of the season showed up early and didn’t get much better after. Adobe Analytics found that holiday deals peaked between Thanksgiving and Cyber Monday, holding steady across top categories like electronics, toys and apparel.
That means a $100 electronic item marked down 30% during that window cost about $70, a savings that likely won’t stretch much further as December goes on.
Shoppers who bought during Cyber Week probably caught the season’s best prices, while those waiting until mid- or late-December may see the same markdowns, but not much better, once shipping cutoffs and stock shortages set in.
Early to Mid-December: Prices Hold Steady
If you missed the Cyber Week rush, don’t assume every deal is gone. Prices typically plateau in early December as retailers shift from aggressive doorbusters to steady, predictable promotions.
According to S&P Global Market Intelligence, nearly half of U.S. retailers, about 46%, plan to maintain the same promotional strategy as last year, while only 8% expect to offer more discounts.
That steadiness means a $100 gift that sold for $70 during Cyber Week might still hover near $75. Wait too long and a $10 rush-shipping fee or low inventory could erase those savings. The math is simple: prices may not spike, but time starts costing money.
Last-Minute: Small Wins, Big Risks
By mid-December, the calendar starts working against shoppers. Retailers may advertise “last-minute” deals, but a Reuters’ analysis of Adobe and Salesforce data found that discount rates on Black Friday stayed flat from 2024 while average selling prices rose, leaving retailers little room for deeper markdowns later.
In practice, a $100 item at 30% off during Cyber Week costs $70. Wait until the week before Christmas and that same item might be $80, plus $10 to rush it. The math rarely works in the consumer’s favor. At this stage, the smartest savings come from avoiding extra fees: buy online and pick up in store or switch to digital gifts that don’t depend on delivery.
Post-Christmas: The Fifth-Quarter Advantage
Once the wrapping paper’s gone, the season’s quietest seasons begin. Retailers often use the week after Christmas, the so-called “fifth quarter,” to clear unsold inventory and seasonal stock to make room for spring.
CBS News reported that last year post-holiday discounts reached 40% to 50% on décor, winter clothing and beauty items as stores reset for the new year.
It’s the best time to shop for yourself. A $100 cashmere throw blanket that never dipped below $80 before Christmas could fall to $60 in early January and gift cards stretch further once crowds thin. After the rush, the math starts to feel gentler. It’s less about saving money, more about reclaiming ease.
Ultimately, Which Is Cheaper?
Buying early is almost always cheaper. That’s what the math shows. Cyber Week delivers the deepest discounts with fewer hidden costs, while last-minute shopping piles on shipping fees, stress and sold-out favorites.
However, the numbers aren’t the whole story. The real win is finding a rhythm that keeps the holidays joyful instead of frantic. Buy early and you buy peace; wait and you may save a few dollars but spend more of yourself in the process. The smartest shoppers know that timing isn’t just about money. It’s about calm, comfort and keeping the season bright.
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