With our busy lives, Christmas often seems to creep up on us – but the truth is we all know it’s coming. So why is it that just days before, we find ourselves stationed in an unlikely department store aisle, frozen to the spot in a state of panic over what we’re supposed to be buying? Despite the frequent jolly jingles and festive reminders that December is upon us, many of us still find ourselves among the unprepared each and every year. Why do we do it? We asked the experts to explain …
Blame our ancestors
At a basic level, it could all be down to evolutionary psychology, explains Prof Craig Jackson, head of psychology at Birmingham City University. “Evolutionary psychology looks at our behaviour thousands of years ago, and whether any of those primitive basic behaviours exist today,” he says. “Consumer and crowd psychology – the way we make decisions as shoppers and behave in crowds – is a behaviour that has evolved and helped keep us alive. You’ll see it come into play if there is a scarcity of resources – when stocks of a popular children’s toy or beauty product that everybody is clamouring for run low, for example.” In which case, reckons Jackson, an impulse is triggered in us to “get” that resource. “That’s when we behave irrationally – buying quickly, and often paying more for the security of having that item safely, without really thinking about why we’re doing it, or whether it’s a good idea.” It’s all beginning to make sense.
What a gift really means
There’s also the fact that a gift isn’t just a gift, is it? According to therapist Sally Baker, anxiety over how the gift will be viewed and judged means we find ourselves procrastinating over purchases further. “We’re frozen into inactivity because, in 2018, a gift needs to speak volumes. Current economic uncertainty increases financial stress and we’re also increasingly time-poor, which leaves us panicking over the perfect way to express our love and gratitude towards those around us,” she says. Is it any wonder we’re all leaving it until the last minute?
Panic stations
Ever thought about the shopping process? It only adds to our panic, explains Jackson. “Present buying at Christmas time means we’re heavily influenced by crowd behaviour, since everybody is shopping at once. That behaviour can be irrational, spontaneous and hard to predict,” he says. “You just have to watch an old-fashioned market trader to realise how effectively crowds can influence behaviour – with a couple of ‘plants’ in the crowd, ‘demand’ suddenly creates mass hysteria, leading to a huge surge in panic buying.” It’s not just IRL shopping either. “Online shopping creates a sense of urgency and panic too,” he says. “You’ll often see reminders of how many minutes you have left before your purchase leaves your basket, or pop-ups telling you how many people are looking at the same product, and how many are in stock.”
Timing is crucial
Another reason we’re making bad decisions when it comes to those special gifts is down to when we’re actually making those purchases, says Jackson. “Internet shopping is open 24/7, which means we’re able to buy items at any point during the day – or night. This undoubtedly makes life more efficient, but it also means many of us are buying when our mind isn’t at its most logical – perhaps at 2am when we’re tired, lonely, upset or feeling irrational (or worse, when we’ve had a drink).”
How to nail it
So what’s the answer? If you are planning ahead and are considering a laptop as a present, for example, and are unsure about which model to go for, one of the next-generation designs is a safe bet (see below). These laptops use Intel Core i5 and i7 processors, for increased performance and better battery life.
Ultimately, according to Baker, nailing present buying is really about listening to those around us. “Make notes throughout the year – if somebody mentions they love a perfume you’re wearing, jot it down so you don’t forget. Gifts are about really listening to people and showing you’ve considered their feelings – whether it’s a colour they like, or a soundtrack or designer that brings them joy.” And keeping tabs on what your loved ones would appreciate throughout the year means less shopping drama when the festivities do finally arrive. Which means more time for mulled wine and mince pies ...
The best laptops from AO.com this Christmas
If a next-generation laptop is on your Christmas shopping list, then look out for one of the latest models. They’re thinner, lighter and faster than previous versions, and the models listed below are all available from AO.com.
HP Envy 13” (£849)
Enjoy working in different places? The HP Envy is a lightweight model with an impressive battery life. It also charges up to 90% in just 90 minutes. The Envy features an eighth-generation Intel Core i5 processor and Windows 10 OS, for a seamless, fast performance.
Acer Swift 5 14” (£999)
If you want a laptop that is really portable, the Acer Swift 5 could be the answer – a thin and ultra-lightweight model that is great for taking out and about. The Swift 5 combines an eighth-generation Intel Core i7 processor with Windows 10 OS.
Microsoft Surface Pro 6 (£879)
If you’re after versatility, then go for the Surface Pro 6. It can transform into three modes, so whether you’re hard at work, or enjoying some downtime watching a film, it has a mode to suit. The multitasking Surface 6 laptop has an eighth-generation Intel Core i5 processor and Windows 10 OS.
Asus Zenbook 13” (£1,199)
The light Asus Zenbook has great sound quality from its Harman Kardon speakers. This laptop also features an eighth-generation Intel Core i5 processor and runs Windows 10 OS.
For great gift ideas and stocking fillers, check out AO.com’s Christmas range at AO.com/christmas
