Waiting Until December Syndrome Is a Thing

For many consumers, December arrives with the reflection of the past year… and the pressure to buy gifts.

Klarna, an AI-powered global payments network and shopping assistant, has a name for this phenomenon: the Waiting Until December Syndrome (WUDS).

New research shows that nearly one in four men put off holiday shopping until December, and nearly all men report wanting to assign the responsibility to a more suitable candidate who is perhaps a woman. Not surprisingly, a mere 20% of women feel the same.

Procrastination a Cure-All?

To highlight the reality of this syndrome and Klarna’s willingness to cure it, the shopping assistant has teamed with TikTok comedian Connor Wood to share his affliction with WUDS as a reluctant 20-something holiday shopper.

“Men often find themselves shopping last-minute because we are procrastinators when it comes to gift shopping,” he explained. “We always think, ‘If I wait a little longer, I’ll come up with the perfect idea.’ Spoiler alert: We don’t. By December, I’m in full survival mode, convincing myself I’m actually saving time by waiting (which, yeah, doesn’t exactly hold up). 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 App a ‘Lifesaver’

Klarna’s tools, including its in-app AI-powered shopping assistant and search and compare feature offer shoppers a smarter way to find deals, track prices and get personalized gift suggestions—ideal for both early planners and those who shop in the final festive hour.

Retail psychologist Kate Nightingale has also teamed with Klarna to provide insight into the psychology behind why men experience WUDS.

“WUDS isn’t about rushing or a lack of thought,” Nightingale explains. “It’s actually a strategy focused on efficiency. Nearly one third of men (29%) plan their gifts carefully, but aim to shop as little as possible, treating it as a one-and-done task. While this approach can help reduce stress, it has its drawbacks. December shoppers often miss early deals and face limited stock, which may explain why one in two men turn to price-comparison tools, like Klarna’s, to help find better deals when shopping outside of peak sale days.”