As the clock ticks down to Christmas Day, a familiar scene unfolds in malls and shopping districts across Calgary: the last-minute rush. But contrary to popular belief, this isn't a homogeneous crowd of forgetful procrastinators. According to a consumer behaviour expert, the motivations driving these final-hour purchases are as diverse as the shoppers themselves.
The Psychology Behind the Panic Purchase
Rhiannon Mesler, a marketing professor at the University of Lethbridge and an expert in consumer behaviour and decision-making, sheds light on this annual phenomenon. "There isn't just one type of last-minute Christmas Eve shopper," Mesler stated on December 24, 2025. Her analysis reveals a complex tapestry of reasons, from strategic bargain-hunting to the emotional desire to extend the festive spirit.
For some, the eve of Christmas represents a final opportunity to snag discounted items or to ensure a perfect, thoughtful gift is secured. For others, it's a tradition or a response to busy schedules that left no other time for the task. The pressure and excitement of the deadline can even enhance the shopping experience for a certain segment, turning a chore into a festive adventure.
A Snapshot of the Festive Frenzy
The scene at local Calgary malls on December 24th is a microcosm of this behaviour. Shoppers are seen embracing the last-minute rush, their carts and bags filled with a mix of practical presents and sentimental last-minute additions. This activity aligns with broader reports indicating Canadians are spending more during this holiday season as the shopping rush reaches its peak.
This consumer trend exists alongside other holiday headlines, from the logistical confirmation that Santa has been cleared for Christmas Eve travel by Canada's transport minister, to community stories like 'Can Man Dan' exceeding his donation goal for a 15th anniversary.
Beyond the Checkout: The Bigger Holiday Picture
While shoppers hunt for gifts, the day is marked by a range of other events and warnings. Health Canada has issued alerts about unauthorized drugs seized from British Columbia gyms and health stores, urging public caution. Meanwhile, stories of community and loss also surface, such as a Saskatoon family processing the loss of their home just days before the holiday.
The contrast between the joyful shopping rush and these sobering realities highlights the multifaceted nature of the holiday season. It's a time of celebration, generosity, and community, but also a period that can amplify existing challenges for many.
Professor Mesler's insights remind us that the last-minute shopper is not a stereotype but a reflection of varied human circumstances and strategies. Whether driven by necessity, tradition, or thrill, these shoppers are a definitive part of the Christmas Eve landscape in Calgary and across Canada, adding one final layer of activity to the bustling holiday season.
