As the holiday season approaches, many shoppers experience a familiar surge of stress and urgency: the scramble to buy gifts at the last minute. But for men, this phenomenon has a name—Waiting Until December Syndrome (WUDS). Klarna, the global AI-powered payments network and shopping assistant, has uncovered fascinating insights into the reasons behind this last-minute rush. In a new campaign, Klarna is teaming up with popular TikTok comedian Connor Wood (aka Fibula) to raise awareness about WUDS and highlight how Klarna’s innovative tools can help ease the stress of last-minute holiday shopping.
Research Reveals the Scope of WUDS
Klarna’s latest research, which surveyed over 8,000 consumers across seven countries, reveals that nearly 1 in 4 men wait until just weeks before the holidays to start shopping. The primary reasons for this procrastination? A lack of confidence in picking the right gift, feeling overwhelmed by the multitude of options, and the pressure to get the perfect present. According to the survey, 31% of men feel stressed about finding the perfect gift, while 23% are overwhelmed by the sheer number of choices available to them. Furthermore, 42% of men report being only somewhat confident that they will choose the right gift for their loved ones.
In contrast, women tend to be more proactive about holiday shopping. Nearly all women in the survey said they handle most of the holiday shopping for their households, compared to just 60% of men. Additionally, while 33% of men wish someone else would take care of their shopping, only 20% of women feel the same way.
@fibulaa Ciao bella
Connor Wood’s Experience with WUDS
Connor Wood, known for his humorous TikTok videos under the handle Fibula, is no stranger to the challenges of holiday shopping. He admitted that he experiences WUDS himself, finding himself in “survival mode” as the holiday season nears. “Men often find themselves shopping last minute because we are procrastinators when it comes to gift shopping,” Wood said. “We always think, ‘If I wait a little longer, I’ll come up with the perfect idea.’ Spoiler alert: we don’t.”
Wood, who is known for his comedic takes on everyday situations, explained that his usual approach to holiday shopping is to wait for a great idea to strike. “By December, I’m in full survival mode, convincing myself I’m actually saving time by waiting—except it doesn’t exactly hold up,” he said. “That’s why I partnered with Klarna. The app is a lifesaver—it’s packed with tools that help me find the best gifts at the best prices, even when I’m scrambling last minute.”
Klarna’s tools, including its AI-powered shopping assistant and the Search and Compare feature, are designed to help both early planners and last-minute shoppers navigate the overwhelming options available during the holiday season. The AI-powered shopping assistant provides personalized gift suggestions based on a shopper’s preferences and past purchases, while the Search and Compare feature helps users find the best prices across multiple retailers.
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@fibulaa Not all my facts are correct here but i tried
Why Do Men Procrastinate on Holiday Shopping?
To better understand the psychological reasons behind WUDS, Klarna turned to retail psychologist Kate Nightingale, who sheds light on the behavior. According to Nightingale, WUDS is not necessarily a symptom of laziness or lack of thought. Instead, it’s a strategy driven by a desire for efficiency. “WUDS isn’t about rushing or a lack of thought,” Nightingale explained. “It’s actually a strategy focused on efficiency. Nearly one-third of men plan their gifts carefully but aim to shop as little as possible, treating it as a one-and-done task. This approach can reduce stress, but it has its drawbacks—December shoppers often miss early deals and face limited stock.”
Nightingale further pointed out that the fear of making the wrong choice can paralyze some men. “Many men feel anxious about making the wrong decision and not getting the best gift for their loved ones. This leads to delays as they keep hoping for a perfect idea to emerge,” she said.
In addition, Klarna’s survey shows that 29% of men delay their shopping but know exactly what they want before heading to the store, aiming to minimize the amount of time spent on the task. This behavior may help some men avoid feeling overwhelmed, but it also contributes to the holiday shopping frenzy that occurs in the final weeks of the season.
Klarna’s Tools to Help Combat WUDS
For shoppers like Connor Wood, Klarna offers several solutions to ease the stress of last-minute shopping. The Klarna app features an AI-powered shopping assistant that helps users find the perfect gift suggestions based on their personal preferences and browsing history. This feature is particularly useful for those who are stuck in a cycle of procrastination and struggling to come up with ideas for their loved ones.
Wood praised Klarna’s Search and Compare feature, which allows users to compare prices across multiple retailers in real time. “It’s a game-changer,” he said. “When you’re shopping last minute, you want to make sure you’re getting the best deal, and Klarna makes that easy. It shows you prices from every retailer, so you can make sure you’re getting the best price, even if you’re shopping late.”
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Additionally, Klarna’s Pay in 4 feature helps to alleviate some of the financial stress of holiday shopping by allowing consumers to split payments into four interest-free installments. This flexibility helps shoppers stay within budget, even when purchasing last-minute gifts.
The Gender Divide in Holiday Shopping
Klarna’s research also highlights the significant gender differences in holiday shopping habits. The survey found that almost all women (92%) report handling the majority of the holiday shopping for their household, while only 60% of men do the same. Furthermore, one-third of men (33%) wish their holiday shopping would be entirely handled by someone else, compared to just 20% of women.
In response to these findings, Wood humorously acknowledged that while he sometimes wishes someone else could handle his holiday shopping, there’s also a sense of satisfaction in picking out the perfect gift for a loved one. “There’s a sense of pride when you find the perfect item for someone you love,” he said.
However, Wood and Klarna both agree that last-minute shopping is rarely as fun as it seems. “It can feel like a fun game to wait until the last minute,” he said. “But I almost always regret it because I end up scrambling and stressing. And let’s be honest—it’s never as fun to tell someone your gift hasn’t arrived yet on Christmas morning!”
The Solution: Klarna’s Holiday Shopping Tools
For those who find themselves caught in the WUDS cycle year after year, Klarna offers an innovative solution. With the Klarna app, shoppers can find great deals, discover personalized gift ideas, and make stress-free purchases—whether they’re shopping early or leaving it to the last minute.
As Wood humorously sums up, “If you’re feeling overwhelmed by the idea of holiday shopping, just download Klarna. With over 600,000 merchants on the app, you’ll find everything you need and get the best deals, no matter how last-minute you are!”
Embracing Efficiency and Reducing Stress
Whether you’re an early planner or a last-minute shopper, Klarna’s tools are designed to make the holiday shopping experience smoother and less stressful. With the help of its AI-powered shopping assistant, price comparison features, and flexible payment options, Klarna is offering a solution to the Waiting Until December Syndrome that many men face. So this holiday season, don’t let WUDS take over—let Klarna be your shopping assistant and help you find the perfect gifts, no matter how close you are to the holiday deadline.
