The Holidays Are a Great Time to Embrace the 'Nonrational' Side of Consumers

When we shop for people we care about, our decision criterion shift

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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Intermark’s Jake McKenzie discusses the psychology of holiday shopping. Below, in his own words, he lists the factors and perceptions that influence consumer behavior during this hectic month.

The December holiday shopping season is in full swing. The competition for increased consumer spending will be fierce. After all, the extra spending during this time period is intense—the average American will spend just under $1,000 on holiday shopping this year.



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